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Research papers
Me-to-we research
Me-to-We research challenges a central piece of market research dogma, namely, that practitioners should only ask people about their own motivations, actions and future behaviour. In 'We' research we never ask people about themselves, only what...
Catalogue: Congress 2009: Leading The Way
Authors: Mark Earls, John Kearon
Company: BrainJuicer
September 22, 2009
Research papers
Future media trends 2015
The exciting question for the future is how revolution in technology meets evolution in human behaviour. With the study Future Media Trends we focus on the evolution of human behaviour: A theoretical framework for understanding this change is the...
Catalogue: WM3 2009: Change Is In The Air...
Authors: Bernhard Engel, Natalie Beisch
May 7, 2009
Research papers
Musical insights
The potential of the music-listening behaviour of individuals in designing market research methodologies has hitherto remained virtually untapped. This paper presents a novel method of grouping people in accordance with their personality traits that...
Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Uttam Sarkar, Sanjay Datta
February 11, 2009
Research papers
Making a difference with consumer insights
Commercial marketers use consumer insights, with varying degrees of effectiveness, to drive marketing strategy and actions. This presentation illustrates the power and pivotal role of consumer insights in developing not commercial strategies but...
Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Takashi Takenoshita, Angela Spatharou, Vivek Banerji
Company: McKinsey & Company
February 11, 2009
Research papers
The culture Karma Chameleon
The theme of our paper is inspired by Clotaire Rapaille's work as described in his book The Culture Code. And by India, an exciting, dynamic place which is just screaming to be decoded by cultural theory as brands and products enter the race to touch...
Catalogue: Qualitative 2008: Consumer Choice
Authors: Mamata Kathuria, Ayobamidele Gnädig, Harry Key
Company: Happy Thinking People
November 20, 2008
Research papers
Truth beyond common beliefs
The deduction of partial utilities within conjoint analyses is based on the assumption that people maximise their utility (homo oeconomicus). This assumption is contradicted by a broad swathe of empirical findings which have demonstrated that people...
Catalogue: Congress 2008: Frontiers
Author: Florian Bauer
Company: IRIS Network
September 26, 2008
Research papers
