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Research papers
Deep-dive research
The paper highlights the original methods of Deep Dive Research developed by BISAM (Center of sociological and marketing research) for the Coca-Cola Company in Kazakhstan. The research - based on a complex implementation of qualitative methods as...
Catalogue: Congress 2006: Foresight
Authors: Karlygash Rakhimova, Leonid Gurevich
Companies: BISAM Central Asia, The Coca-Cola Company
September 17, 2006
Research papers
Predicting the future principles for forecasting almost anything
Market researchers should reapply principles and practices from other domains in order to address the many challenges they face in their own businesses.This paper illustrates the diverse range of forecasting practices in use across a broad range of...
Catalogue: Congress 2006: Foresight
Authors: Omar Mahmoud, Vinay Ahuja
Company: Procter & Gamble
September 17, 2006
Research papers
Aspiration and value
The paper describes the birth of a new research methodology developed by Reperes with their client Moet Hennessy.It follows the development of an original research approach for measuring the equity of a brand and that helps marketers steer its future...
Catalogue: Congress 2006: Foresight
Authors: Catherine Genter, Anne Quénelle, Marie Juan-Lallier, François Abiven, Sandrine McClure
Company: Reperes
September 17, 2006
Research papers
Playing the egg game
This paper describes how Egg measures the customer experience across key moments of truth in the customer lifecycle.The authors demonstrate the correlation of agreement with value statements to customer satisfaction within key business functions and...
Catalogue: Congress 2006: Foresight
Authors: Gary Schwartz, John Jennick
Company: EGG Research & Consultancy Ltd.
September 17, 2006
Research papers
Snakes and ladders marketing
The paper introduces the concept of Snakes and Ladders marketing, the new way of viewing decision-making that replaces the old model of the purchase funnel.We move from a rationalised world to one where emotions, impulses and great communications...
Catalogue: Congress 2006: Foresight
Author: Stephen Phillips
September 17, 2006
Research papers
Sonic semiotics
Semiotic analyses have generally privileged visual over aural signs.This paper seeks to extend the boundaries of semiotics by recognising that sound and music also function as signs in culture and advertising. Music pushes powerful emotional buttons...
Catalogue: Congress 2006: Foresight
Authors: Alex Gordon, Chris Arning
Company: Flamingo
September 17, 2006
Research papers
Towards better predictive programming
The authors argue that most predictive research methodologies are geared at reducing the number of variables needed for modeling and looking for direct causal relations.However, taking less direct causal elements into consideration and generating a...
Catalogue: Congress 2006: Foresight
Authors: Philip De Wulf, Mihir Warty, Emmanuel Verhagen
Companies: Ipsos MRBI, British Broadcasting Corporation (BBC)
September 17, 2006
Research papers
