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Videos

Client-side fusion futures (scene-setter)

What is the role of quant and qual? Has it changed? Did methodology change? How? Did the quality of insight change? How much qual, how much quant? In the era of big & thick data, what impact do both have on collaboration, budgeting, timelines,...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Shibani Nayak, Johannes Hartmann, Adrian Terron, Camila Borja, Jackie Lundblad, Michelle McLoughlin, Sunita Venkataraman
November 11, 2018
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Citation

Nayak et al. (2018a, November 11). Client-side fusion futures (scene-setter) . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/client-side-fusion-futures-scene-setter-


Research papers

Learning to win

Once again, we argue that the failures [of innovation] are really not random at all: They are predictable and avoidable: if managers get the categorization stage of theory right. Of the many dimensions of business building, the challenge of creating...

Catalogue: Congress 2008: Frontiers
Authors: Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
September 26, 2008
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Citation

Moskowitz and Hartmann (2008a, September 26). Learning to win. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/learning-to-win


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 28, 2024, from


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


Research papers

From multi-country concept testing/optimization to corporate database and beyond

This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but turned into an organizing principle to understand...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Authors: Jeffrey Ewald, Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
January 1, 2000
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Citation

Ewald, Moskowitz and Hartmann (2000a, January 01). From multi-country concept testing/optimization to corporate database and beyond. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/from-multi-country-concept-testing-optimization-to-corporate-database-and-beyond