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Research papers

Towards a truly internal market for advertising communication

A great deal has been written about the challenge of trying to "globalise" advertising in terms of its impact on consumers in different cultures and different parts of the world. More recently, the ability to reach consumers in fifty countries at...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Jean Bergevin, Margaret Holmes
June 15, 1994

Research papers

New frontiers for neuroscience

Synaesthesia is the branch of neuroscience that studies anomalies of perception: subjects who have a multi-coloured vision by listening to a voice, or see numbers and letters in colour, hear a sound by looking pictures, etc. The objective of this...

Catalogue: Qualitative 2006
Author: Luigi Toiati
Company: Focus S.r.L.
October 8, 2006

Research papers

From consumer connection to consumer insight

This presentation describes the cross-functional team project, which was aimed to reconstruct consumer insights for building relevant and effective communication for children in the ice-cream category in Poland.

Catalogue: Consumer Insights 2007
Author: Malgorzata Blachowska
Company: Nestlé
May 7, 2007

Research papers

Car talk

Word of mouth is the hot topic in marketing these days. As reported by, spending on word of mouth marketing is projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about brands has...

Catalogue: Automotive 2008
Author: David G. Bakken
Company: Harris Interactive (Europe)
March 3, 2008

Research papers

The 'insight' story

The final outcome form this paper is a checklist which synthesizes the findings. Using this checklist, a market research professional can evaluate and identify an 'Insight' generated, before communicating to the client and therefore can deliver as...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Suresh Ramalingam, Aruni Ghosh
Company: Nielsen
February 11, 2009

Research papers

The insightful museum

This case study gives a close look at attitude and behaviour based consumer segmentation. It also shows:-How a multi-method approach creates deep understanding of the consumers -How the research is connected to the business improvement opportunities...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Channe Järn, Sanna-Mari Jäntti
February 11, 2009

Research papers

Understanding women

51% of people in the world are women, but Baileys is the only brand in Diageo’s portfolio that recognises them as a consumer. It was time for a new perspective and Diageo came to us to help them open their eyes to what women really want...

Catalogue: Congress 2015: Revelations
Authors: Christene McCauley, Izzy Pugh
October 1, 2015

Research papers

The beauty and the beast

As open as qualitative research is, it is hard to take a really good look with an open mind, without any presumptions. On top of that, for clients it is difficult to see their own hidden views, the prejudice-without-knowing. We present a narrative...

Catalogue: Qualitative 2013: Brilliant Transformations
Authors: Tibor van Bekkum, Jochum Stienstra
Company: Ferro Explore!
November 20, 2013

Research papers

100 days in our energy

On April 16th 2012, almost 20 years after it was privatised, the government recovered YPF, the national fuel and hydrocarbon company. The change of hands had strong political, social and market impact, as well as within the company. The initial...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Andrés Krymer, Esteban Foulkes
June 15, 2015