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Videos

Your attitude is not sustainable!

We approached this study with the intention of understanding how market research is currently being utilised by clients when making sustainability decisions, and identifying what room there is to optimise regarding how both clients and agencies...

Catalogue: Congress 2023
Authors: Ben Liang, Will Goodhand, Chris Wallbridge
Company: Pernod Ricard
October 5, 2023

Research papers

Your Attitude is Not Sustainable!

We approached this study with the intention of understanding how market research is currently being utilised by clients when making sustainability decisions, and identifying what room there is to optimise regarding how both clients and agencies...

Catalogue: Congress 2023
Authors: Ben Liang, Will Goodhand, Chris Wallbridge
September 27, 2023

Videos

Flip the Coin

A whopping 190 million Indians (15% of the Indian population) are e-tail customers. Flipkart is a pioneer and aloved brand in India across Metro and Tier 2 cities. Growing at an exponential rate, the market value of the ecommerce industry in India is...

Catalogue: Congress 2022: 75th Anniversary
Author:
September 23, 2022

Research papers

Flip the Coin

A whopping 190 million Indians (15% of the Indian population) are e-tail customers. Flipkart is a pioneer and aloved brand in India across Metro and Tier 2 cities. Growing at an exponential rate, the market value of the ecommerce industry in India is...

Catalogue: Congress 2022: 75th Anniversary
Author: Priyanka Bhargav
Company: Flipkart Internet Pvt Ltd
September 23, 2022

Research papers

Brands Deserve Better

This paper introduces the nativity-based view (NBV), a new approach that drives targetingeffectiveness and media ROI with US Hispanics. It draws from a linear acculturation model anddeconstructs it. At its core, the NBV challenges the Hispanic...

Catalogue: Dynamic. Diverse. Digital
Author: Jake Beniflah
Company: The Center for Multicultural Science
June 20, 2022

Magazines

Research World (July/August 2009)

The debate on global vs. local marketing (and research) is one of these debates which have been going forever. The basic question is “can you apply the same advertising/packaging/ positioning (fill in the blank) on a global basis or are there...

Catalogue: Research World 2009
Author: ESOMAR B.V.
August 1, 2009

Magazines

Research World (December 2004)

More discussion and debate about intercultural issues is needed. Instead of talking about globalisation, generally from the supplier’s viewpoint, it is more meaningful to focus on the challenge of managing diversity, and on the impact and...

Catalogue: Research World 2004
Author: ESOMAR B.V.
December 1, 2004

Research papers

Ford's multicultural strategy

Ford of Canada has approached the problem of a heterogeneous Canadian market with a great deal of sensitivity. Historically, Ford has not been as successful matching its penetration of the Quebec market to levels obtained in the rest of Canada. This...

Catalogue: Ethnic Marketing 2000
Authors: R. Scott Evans, Pat Richards
July 1, 2000

Research papers

Genius loci

The paper describes the future of ethnic marketing and the implications for marketing and strategies that can be adopted in ethnically diverse markets. It explores the impact that the conciliation between local and global will generate changes to the...

Catalogue: Ethnic Marketing 2000
Author: Francesco Morace
Company: Future Concept Lab s.r.l.
July 1, 2000