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Research papers

Undercover on the World Wide Web

The potential of the web as the object of study has remained underexploited in market research. As a rich source of data on people's lives, interactions and opinions, the web offers tremendous possibilities in the years to come.This presentation...

Catalogue: Asia Pacific 2006
Authors: Anjali Puri, Ruchika Gupta, N. S. Muthukumaran
Company: Nielsen
March 19, 2006

Research papers

How to make innovations work in developing economies

This paper discusses the imperatives to make innovations work in developing economies. Adapting the product to suit local needs and conditions is a necessary but not sufficient condition for success. The entire offer and the delivery systems have to...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Author: N. S. Muthukumaran
September 1, 1999

Research papers

Benefit segmentation

This paper presents benefit segmentation as a tool which in conjunction with other consumer information helps obtain directions for new products catering to the mobility needs of different segments. Based on a large qualitative and quantitative...

Catalogue: International Automotive Marketing Conference 1998
Author: N. S. Muthukumaran
June 15, 1998