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Research papers
Back to basics
The paper describes a successful experience regarding the use of a traditional research method â pure and simple desk research â to gather relevant insights to the business. The goal was to raise as much information as possible about...
Catalogue: Latin America 2017: #IN
Authors: Karen Klas, Paola Toscano, Fernanda Scozzafave
Company: IBOPE Inteligencia
June 15, 2017
Research papers
What "The Godfather" has to do with the Coca-Cola
A consigliere is an advisor who works very closely with the boss, with the unique capability of challenging the boss when needed to ensure plans are foolproof. The Infotools' consiglieres have ensured highest data quality and protocol compliance in...
Catalogue: Latin America 2017: #IN
Authors: Thomas Walker, Cecilia La Greca, Horst Feldhaeuser
Companies: Infotools, The Coca-Cola Company
June 15, 2017
Research papers
Big Data and research data
We all know companies hold more customer data than ever before, but how can we successfully marry this to primary research? What's the best way to map psychographic data (attitudes, behaviours, responses, etc.) to the data you reliably have for all...
Catalogue: Big Data World 2016: Understanding People Through Smart Data
Authors: Joe Catling, Rupesh Patel
Company: Relish Research
November 18, 2016
Research papers
From Big Data to big decisions
In a world of Big Data and an ever-widening variety of data types, technological tools and infrastructure, while not glamorous, are mission-critical to insights creation and building a data-driven business culture. Microsoft's Market Research team...
Catalogue: Big Data World 2016: Understanding People Through Smart Data
Authors: Reed Cundiff, Ilana Saarikko
Company: Microsoft
November 18, 2016
Research papers
Understanding a man's online world
In Turkey, males desire a world which totally belongs to them with all symbols of masculinity and in which they are appreciated by women â and a world with not much more than football, entertainment, speed and games!...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Isil Sahinoz, Nihan Sahan Eren, Didem Sekerel Erdogan
Company: Nielsen
November 16, 2016
Research papers
Fell in love at first sight or started as a friend?
Can an ancient method be as powerful as the most advanced ones? Our answer is yes, at least about exploring customer experiences. The method we chose is oral storytelling. Our approach, "Recollection, Repetition, and Reflection," employing modified...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Tomoko Yoshida, Akiko Hoshi
Company: INTAGE HOLDINGS Inc.
November 16, 2016
Research papers
Between a rock and a hard place
What does it really mean to be an adventurer? And what do adventurers really want from a brand like Clif? To answer these questions truthfully, we needed to leave the boardroom far behind, step into their worlds and experience their adventures first...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Anne Lacey, Michelle Thevil
November 16, 2016
Research papers
Zalando: The journey from data to emotion
This paper discusses the importance of a comprehensive brand understanding and thus the essential need for qualitative market research for Zalando as a mainly data-driven company. To illustrate and support empirically, we have documented a case study...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Sebastian Prassek, Anne Strauss
Company: Happy Thinking People
November 16, 2016
Research papers
