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Research papers

The next normal

Research shapes our brands, inspires our content and helps us communicate with audiences. VIMN therefore embarked on an unprecedented analysis of the similarities and differences among millennials around the world. It doesn’t get bigger this was...

Catalogue: Congress 2013: Think Big
Authors: Carlos Garcia, Jo McIlvenna, Christian Kurz
September 26, 2013

Research papers

Baring it all

With the spotlight on Asia Pacific, the impact of economic growth and exposure to the outside world on the lives of women has been immense. The modern woman has emerged, and the modern Asian woman is unique. Her identity is still deeply rooted in her...

Catalogue: Asia Pacific 2013: Asia On The Move
Authors: Christina Inocentes, Chris Casanare, Bing Natividad
Company: Ipsos MRBI
April 7, 2013

Research papers


A semiotic analysis and cultural exploration of masculinity in India. This presentation provides a comprehensive examination of the codes that have defined Indian masculinity over the ages - from antiquity to the present day. An exploration across...

Catalogue: Asia Pacific 2013: Asia On The Move
Author: Satyam Viswanathan
April 7, 2013

Research papers

The power of Pacha Mama

The results of this research project opens new possibilities of including new research approaches where one can find innovative material contributing to the successful construction of powerful local brands. Working in the examination of the...

Catalogue: Latin America 2012: Uncovering Opportunities
Authors: María Augusta Iturralde, Julia Paez
Companies: Apoyo, Neurosketch
May 3, 2012

Research papers

The global family today

Nickelodeon Kids- Family GPS is an ongoing, global research effort with multiple local, regional and international research projects feeding into the global expertise on the changing face and role of the family. Based on research in 20 countries,...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Leo Weir, Carlos Garcia, Christian Kurz
March 26, 2012

Research papers

Reality is cheap

It is becoming apparent that human imagination and the fantasies it makes possible are crucial for human happiness. It has been believed that imagination is a subjective and idiosyncratic capacity, however recent research shows this is not the case;...

Catalogue: Congress 2011: Impact
Author: Nick Gadsby
September 18, 2011

Research papers

Semiotics of taste

The traditional role of consumer research in the food and flavor industry focuses primarily on new concept creation and product development, as well as product testing. In this paper, we study how semiotics can be applied during the preliminary stage...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts
Authors: Nadège Depeux, Vladimir Djurovic
Company: Labbrand
November 18, 2010

Research papers

Semiotics of behaviour change

Much discussion about the future of qualitative research has been concerned with our ability to immerse ourselves in the world of the individual, understanding the stories and narratives that underlie beliefs and attitudes. This paper argues for the...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Amrita Sood, Simon Pulman-Jones
Company: GfK
September 15, 2010

Research papers

Insight, cultural diversity, revolutionary change

'If we known about semiotic analysis earlier and commissioned some before going into this market it would have saved us $18 million'. That remark made in 1999, apropos an emerging Eastern European market, came from a senior client at a multinational...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Hamsini Shivakumar, Malcolm Evans
Companies: Space Doctors Ltd, Leapfrog Research and Planning Ltd
September 15, 2010