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Research papers

How to generate global insights to create global brands

The presentation addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands.Having an insight is necessary but not sufficient! The idea that insight is a verb rather than an...

Catalogue: Consumer Insights 2007
Authors: Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
May 7, 2007
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Citation

Moskowitz and Hartmann (2007a, May 07). How to generate global insights to create global brands . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-to-generate-global-insights-to-create-global-brands-


Research papers

Noodles & pastas of Asia's evolving markets

This paper looks at the longitudinal analysis of different categories in Asia to understand how the market is evolving and to compare the direction of evolution with the European market. The aim is to arrive at the implications for the marketers to...

Catalogue: Asia Pacific 2007
Authors: Manish Makhijani, Nehal Medh
Companies: Ipsos MRBI, Unilever
March 12, 2007
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Citation

Makhijani and Medh (2007a, March 12). Noodles & pastas of Asia's evolving markets. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/noodles-pastas-of-asia-s-evolving-markets


Research papers

Greenhousing with caring consumers

Developing innovative products and creating different ideas has never been a problem for Unilever. The company spent years and years investing in internal techniques and processes to ensure the development of innovative products for the marketplace....

Catalogue: Qualitative 2006
Authors: Karina Meyer, Rony Rodrigues
Companies: Unilever, Box1824
October 8, 2006
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Citation

Meyer and Rodrigues (2006a, October 08). Greenhousing with caring consumers. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/greenhousing-with-caring-consumers


Research papers

The dig

It is archaeology's use of stuff in studying, understanding and building pictures of cultures that first attracted us. Archaeology provides a practical approach to 're-instating the missing masses' (Latour 1992) in market research.How market research...

Catalogue: Congress 2006: Foresight
Authors: Simon Blyth, Simon Roberts
Company: Unilever
September 17, 2006
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Citation

Blyth and Roberts (2006a, September 17). The dig. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-dig


Research papers

How can premium brands survive during an economic recession?

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program.The paper shows the importance of a systematic research-based approach...

Catalogue: Latin America 2005
Authors: Alex Gofman, Karol Sapiro, Mara Pezzotti, Renata Stefaneli, Alan Grabowsky, Howard R. Moskowitz
Companies: Unilever, ABACO Research, Moskowitz Jacobs Inc.
October 23, 2005
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Citation

Gofman et al. (2005a, October 23). How can premium brands survive during an economic recession?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-can-premium-brands-survive-during-an-economic-recession-


Research papers

Understanding how shoppers really behave

The core topic of this paper is the presentation of a study methodology that has proved to be effective for understanding shoppers' actual behavior at point of sale when they make their purchasing decisions.The study of purchasing behavior makes it...

Catalogue: Latin America 2005
Authors: Carolina Dennin, Susana Marquis
Companies: KANTAR TNS Malaysia, Unilever
October 23, 2005
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Citation

Dennin and Marquis (2005a, October 23). Understanding how shoppers really behave. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/understanding-how-shoppers-really-behave


Research papers

Brand activation

This paper analyses a new and recently strong Marketing trend: Brand Activation.Brand Activation refers to those marketing activities that have developed strongly over the last few years, which fulfil a double task: the traditional one of building...

Catalogue: Latin America 2005
Authors: Viviana Barcesat, Vanina Gruart
Companies: KANTAR TNS Malaysia, Unilever
October 23, 2005
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Citation

Barcesat and Gruart (2005a, October 23). Brand activation. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brand-activation


Research papers

Insights into the purchase decision process of low income customers in Central and Eastern Europe

This paper describes research that has been carried out by INCOMA Research for Unilever Home and Personal Care division to increase understanding of low income consumers in Central and Eastern Europe. Research focussed on how low income consumers...

Catalogue: ESOMAR Retailing Industry Conference 2005
Authors: Alexandra Wren, Nadezda Odlova, Tomás Drtina
Companies: Unilever, GfK
April 19, 2005
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Citation

Wren, Odlova and Drtina (2005a, April 19). Insights into the purchase decision process of low income customers in Central and Eastern Europe. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/insights-into-the-purchase-decision-process-of-low-income-customers-in-central-and-eastern-europe


Research papers

From today's brands to tomorrow's icons

The authors share their experience in successfully implementing an on-going consumer interface program with young consumers for identifying trends in their behaviour in the complex market of Saudi Arabia, paving the way for marketers to transform...

Catalogue: ESOMAR Conference On Age 2005
Authors: Vidya Rayappa, Wiam Hasanain
Companies: KANTAR TNS Malaysia, Unilever
January 30, 2005
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Citation

Rayappa and Hasanain (2005a, January 30). From today's brands to tomorrow's icons. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-today-s-brands-to-tomorrow-s-icons