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Research papers

Brands Deserve Better

This paper introduces the nativity-based view (NBV), a new approach that drives targetingeffectiveness and media ROI with US Hispanics. It draws from a linear acculturation model anddeconstructs it. At its core, the NBV challenges the Hispanic...

Catalogue: Dynamic. Diverse. Digital
Author: Jake Beniflah
Company: The Center for Multicultural Science
June 20, 2022

Research papers

1500,000,000:100,000,000:150: Editing the customer-centricity gene for the next century

Find out how you can bring together the power of community, collaboration and uncommon customer Insight to create sustainable value for your stakeholders and lead your category.

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Adrian Terron, Kavita Mahto
November 11, 2018

Research papers

A journey to Artificial Intelligence

This article will explore: The importance of accuracy when it comes to social insights. Sentiment and semantic accuracy both need to be at least over 70%, while the dataset to be analysed needs to be clean of "noise" i.e. irrelevant posts. Failure to...

Catalogue: Latin America 2017: #IN
Author: Michalis Michael
Company: DigitalMR Ltd
June 15, 2017

Research papers

Integrating survey data and user data

In the age of performance and programmatic marketing, advertisers have come to expect speed, agility and accuracy in everything from target audience understanding, to communications planning, and measuring campaign effectiveness. This paper details...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Yang Yang, Bonnâe Ogunlade
May 9, 2017

Research papers

Mirror, mirror on the wall

If we define the client as anyone without whom a business wouldn’t exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this presentation we treat the respondents with the same...

Catalogue: Congress 2015: Revelations
Authors: Hetta Bramley, Kristin Hickey
October 1, 2015

Research papers

Brands without borders

This presentation will show how consumer co-creation can play a significant role in developing strong cross-regional brands in Asia. Mizone is a beverage brand that has grown strongly in the APAC region, with an independent brand voice in different...

Catalogue: Asia Pacific 2013: Asia On The Move
Authors: Philip McNaughton, Dewi Larasati
Company: Face
April 7, 2013

Research papers

A blueprint for helping customer insight professionals drive business growth

This presentation provides a blueprint for the mindset needed by customer insight professionals faced with the challenge of understanding how global influences and local needs combine to shape customer preferences that will drive business growth....

Catalogue: Asia Pacific 2012: Asia Kaleidoscope
Authors: Maryan Broadbent, Adam Riley
Company: DVL Smith Ltd
April 17, 2012

Research papers

Feelings you can bank on

This paper reveals an exciting new approach to customer satisfaction tracking, one that takes a proven and intuitive device for measuring emotion and uses it to provide highly actionable, real-time customer feedback for clients. With reference to a...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Bhavya Shah, Sarajit Mitra, Orlando Wood
Companies: HSBC Holdings, BrainJuicer
September 15, 2010

Research papers

Market research

This presentation is based on a case study on the process of developing concepts for residential property products. The real estate market in China hasn't reached its maturity stage and many people are just starting to move from shabby rooms shared...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Gloria Jun Zhang, Minghui Zhu, Qing Tan
November 19, 2009