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Research papers

Reconciling contradicting facts by instituting a "hierarchy of truth" to bust myths

See how J&J leveraged data and intuition by applying control systems engineering techniques and deep qualitative insights in its Vision Care franchise. Given market structure complexity, learnings apply across FMCG/regulated categories.

Catalogue: Congress 2018
Authors: Vittorio Raimondi, Pavi Gupta
September 23, 2018
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Citation

Raimondi and Gupta (2018a, September 23). Reconciling contradicting facts by instituting a "hierarchy of truth" to bust myths. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/reconciling-contradicting-facts-by-instituting-a-hierarchy-of-truth-to-bust-myths


Research papers

If the consumer is not a moron, could the shopper be?

This paper showcases a research framework that integrates insights on shopper observation, shopping environment, retailer servicing issues with shopper interviews to create a powerful tool that can help us understand the shopper better. The...

Catalogue: Retail and Shopper 2009: The Voice Of The Shopper
Authors: Sum Yim Ling, Anand Singh, Pavi Gupta
Companies: Nielsen, The Coca-Cola Company
March 4, 2009
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Citation

Ling, Singh and Gupta (2009a, March 04). If the consumer is not a moron, could the shopper be?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/if-the-consumer-is-not-a-moron-could-the-shopper-be-