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Research papers

Measuring the Unmeasurable Future: A New Strategic Foresight Methodology

At McDonald's, we believe that creating impact is all about the choices we make about the future. As a business, as people and as a wider society, we all face similar issues with seemingly umprecedented uncertainty and dizzying speed of change. in...

Catalogue: Forecast. Forward. Faster
Authors: Joanna Lepore, Yannis Kavounis
Companies: McDonald's Corporation, Descartes and Mauss
February 28, 2023
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Citation

Lepore and Kavounis (2023a, February 28). Measuring the Unmeasurable Future: A New Strategic Foresight Methodology. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/measuring-the-unmeasurable-future-a-new-strategic-foresight-methodology


Research papers

Unspoken Answers and the Power of Implied Meaning

Insight and marketing professionals are constantly asked to anticipate how changes in culture will impacttheir business. Despite billions of data-points being analysed across thousands of tools, we remainoverwhelmed with information and underwhelmed...

Catalogue: Congress 2022: 75th Anniversary
Authors: Michelle Gansle, Ujwal Arkalgud
Companies: McDonald's Corporation, Lux Research Inc.
September 26, 2022
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Citation

Gansle and Arkalgud (2022a, September 26). Unspoken Answers and the Power of Implied Meaning. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/unspoken-answers-and-the-power-of-implied-meaning


Research papers

McDonald's deeper consumer understanding

Unable to develop a truly consumer-centric strategy based on their current research practices, McDonald's endeavoured on a new segmentation approach that enabled them to deep-dive into their consumer segments & need states, learn which ones...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Oscar Yuan, Volpellier Hernãn Rodrigo
Companies: Ipsos MRBI, McDonald's Corporation
March 15, 2018
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Citation

Yuan and Rodrigo (2018a, March 15). McDonald's deeper consumer understanding. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/mcdonald-s-deeper-consumer-understanding


Research papers

The Eurowinter project

This paper describes how an international research project using standard quota sampling methods was used as part of an epidemiological study investigating the relationships between cold weather and excess winter mortality in eight different...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Colin McDonald
Company: McDonald's Corporation
September 1, 1998
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Citation

McDonald, C. (1998a, September 01). The Eurowinter project . ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/the-eurowinter-project-