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Research papers

Leveraging Regional Trends

Numerous trend reports are published every year by trend watchers, creative agencies and marketing consultingfirms. Although most reports are quite insightful, they often present rather generic trends. For clients to have acompetitive advantage, it...

Catalogue: Future-Proofing and Foresight
Authors: Kjell Massen, Nikoletta Abrayni
Companies: InSites Consulting, Diageo
April 14, 2022

Research papers

Integrated pricing strategy

Getting the right pricing strategy is very critical for CPG companies - more so in the alcoholic beverages (AlcoBev) category in India, because AlcoBev is a highly regulated industry subject to high taxes coupled with restrictions on distribution and...

Catalogue: Asia Pacific 2020 - Insights Festival
Author: Arvind Sainath
Company: Diageo
November 2, 2020

Research papers

Creating brand and business transformation

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}In 2008 in Great Britain, Gordon's Distilled Gin, the largest gin brand, was facing a yearly decline circa -32%. Today, it is growing at an amazing rate of +74%, which is faster...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Sally Smallman, Emiliana Vidali
Company: Diageo
September 8, 2019

Research papers

Positive gender portrayal in advertising

This paper describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we...

Catalogue: Congress 2018
Author: Andrew Geoghegan
Company: Diageo
September 23, 2018

Research papers

Re-imagining the client-side

The research industry and bodies like ESOMAR are at a critical junction in their history. As it stands today, the research industry remains grounded in largely unchallenged late twentieth-century assumptions. There are significant shifts in client...

Catalogue: Congress 2017: Visionary
Author: Andrew Geoghegan
Company: Diageo
September 4, 2017

Research papers

Were you there?

The story of the research behind the award-winning Smirnoff's Nightlife Exchange Project that helped return the Smirnoff brand to strong performance globally is described in this presentation. The presenters reveal how an online community was used to...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Oscar Martinez, Lyn McGregor
Companies: Flamingo, Diageo
September 13, 2012

Research papers

Vive la différence

What does the new age of listening mean in different parts of the world? This paper will contextualise market research online communities (MROCs) within local cultures of social media and research and seek to highlight best practice and potential...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Kate Fleming, Richard Shaw, Tom Skilbeck, Paul Child
Companies: Diageo, Cimigo
September 15, 2010

Research papers


In 1999 a study asked men around Europe what they thought of their lives: their jobs, their partners, their kids, their friends, women, sex, and advertising? How did this differ by age from 21-65 years? How did it differ by country between the United...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Christene McCauley, Nick Johnson
Company: Diageo
November 5, 2003

Research papers

Development of a new brand concept

Consumer insight is a hot topic in the marketing community. What is the precise definition of consumer insight and how can a brand profit from in-depth knowledge and understanding of consumer's consumption style? This paper aims to provide an insight...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Ronald Renkema, Carlos Zwikker
Company: Diageo
March 30, 2003