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Research papers

Mastering insights that pay

This paper details how to marry the science of segmentation with the art of understanding the organization's business to deliver actionable and usable insights. It discusses why science or statistics alone are necessary but not sufficient to provide...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Sonali Desai, Julian R. Bond, Sam Davis, Tim O’Brien, Koen De Vos, Tony Costella
Companies: MasterCard, KANTAR TNS Malaysia
February 11, 2009

Research papers

Leapfrogging market research into consultancy

The paper demonstrates how to approach a strategic business issue, analyze it in its entire business context and develop productive solutions.In order to solve certain business issues, one must use a mix of tools and analyses from other disciplines...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Sonali Desai, Travyn Rhall
September 19, 2004