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Leveraging predictably irrational decisions

Last-minute travel is a market defined by low prices and discounts. At first glance, it may seem utterly ludicrous to offer anonline function that tells your own customers if a competitor is offering the same product at a cheaper price. Although...

Catalogue: Congress 2013: Think Big
Authors: Florian Bauer, Rüdiger Peters
June 15, 2013

Research papers

Take me home, country roads!

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}A recent study in the potato chips category with PepsiCo threw up critical learnings that we leveraged to create a refreshed way of looking at brand purpose, in the form of 'brand...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Arindam Mohanty, Vipul Sachdeva, Zaneta Sebastian
Companies: PepsiCo, Kantar
September 8, 2019


Digital transformation and the impact on retail

Digital has fundamentally changed the way we understand and serve customers. The developments are accelerating fuelling great consumer centricity and customer experience. It's time to participate or perish.

Catalogue: Congress 2018
Author: Piet Coelewij
September 23, 2018

Research papers

Market intelligence

The purpose of market intelligence is to provide management with the facts, information and insights it needs to make rapidly the best, most efficient business decisions. Well organised, market intelligence can be a substantial source of competitive...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Fredrik Nauckhoff
September 1, 1998

Research papers

Embedding market intelligence into key business processes

This paper outlines the ways market intelligence has been used to help transform the marketing function within the IBM Corporation. Market intelligence provides the foundation for all decisions in the transformed end-to-end marketing process, from...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Andrea Goldberg, Susan Toner
September 19, 2004


Democratizing knowledge and insights to all L'Oréal employees

In 2019, Gartner reported that almost 90% of business managers said it was important to use data to make their daily market-facing decisions. But the same study reported business managers consult four or more different data sources, including...

Catalogue: Webinars 2021
Authors: Elizabeth P. Morgan, Tim Burge, Julia Sarhy
Companies: Market Logic Software, L'Oréal
May 11, 2021

Research papers

Marketing transformation

In this ESOMAR Congress 2001 with its theme Marketing Transformation we have an opportunity to examine how well market researchers are responding to the changes taking place in society, the world of business and to the structure, and techniques, of...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Author: David Smith
September 23, 2001


Building the world's intelligence platform

Building the world's intelligence platform and capturing human behaviour at scale. The market research industry has a major problem: big brands don't trust its results. Companies are fed up with claimed behaviour and outdated panels and surveys. But...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Author: Tugce Bulut
Company: Streetbees
November 11, 2018

Research papers

Dental consumables

This paper looks at how a company (Claudius Ash) in an unsophisticated market (dental supplies), who had never used market research before, combined quantitative interviews and group discussions to develop and refine their service product and...

Catalogue: Seminar 1990: New Product Development
Author: Simon Fitall
June 15, 1990