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Research papers

Project Apollo's spotlight on consumers and ROI

Project Apollo collects and connects three types of information: 1) multimedia message exposure, 2) consumer lifestyle information, and 3) actual purchase behavior.The promise of this new multimedia, single-source service is demonstrated via two sets...

Catalogue: Worldwide Multi Media Measurement 2006
Authors: Donald Gloeckler, Leslie Wood, Linda Dupree
Company: Procter & Gamble
June 4, 2006

Research papers

Spot on

The paper presents a business case from the baby care category. It describes how the organization of the baby care shelf according to consumer/shopper needs leads to a win-win-win for the consumer, the retailer and manufacturers.These learnings were...

Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Susanne Schlichting
Company: Procter & Gamble
April 19, 2005

Research papers

Brands, be yourself!

This paper demonstrates that branding matters. While this seems to state the obvious, in the context of low involvement categories that are retailer brands strongholds this might be quite provocative.In some low involvement categories, retailer...

Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Driss Farissi
Company: Procter & Gamble
April 19, 2005

Research papers

Living 24/7

This paper describes the role of market research in building knowledge as well as a tool to assist in improving company business and profit management. We are living the information age, in which knowledge is considered a company asset and more...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Ana Maria Gotelli Varoli, Dayse Maciel, Fábio Mariano, Haroldo Torres, Renata Cunha, Rony Susskind
Company: Procter & Gamble
September 14, 2003

Research papers

Giants, wizards and elves

The global marketplace demands understanding of factors affecting brands in their local and global context. The magnitude of the task in an ever-changing boundary-less world and the opportunities to re-establish consumer researchers as strategic...

Catalogue: Latin America 2003
Author: Miguel Angel Ferráez
Company: Procter & Gamble
May 4, 2003

Research papers

Where can the 'crouching tigers' leap next?

The globalization phenomenon has impacted almost every business sector, yet the market research industry seems to have under-exploited the many opportunities emerging in a boundary-less world. This paper seeks to identify one such opportunity,...

Catalogue: Asia Pacific 2002
Author: Ramachandra Golikere
Company: Procter & Gamble
December 1, 2002

Research papers

From rags to riches

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep understanding into means of breaking ingrained...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Loula Zaklama, Mohamed Saada
Companies: RadaResearch & Public Relations Company, Procter & Gamble
September 22, 2002

Research papers

A step forward in understanding shoppers using segmentation techniques

This paper describes not only an example of how successfully a major retailer (Sainsbury's is the second largest grocery retailer in the United Kingdom) and a global supplier can work together but also highlights an innovative and unique research...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Roger Allford, Caroline Ward, Natalie Evans
Company: Procter & Gamble
September 22, 2002

Research papers

Research can be innovative too

This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those consumers with the highest likelihood of being...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Richard Herbert, Mahmoud Aboul-Fath
Company: Procter & Gamble
September 22, 2002