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Research papers

Staying on top, leveraging business analytics

Global markets are shifting, with manufacturers reaching nearly saturated demand levels within developed countries. New economy countries are gaining huge focus. Both manufacturers and marketers are racing for a bigger share of the pie, though with...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope
Authors: Holly Hong, Imran Saeed
Company: Kraft Heinz Company
April 17, 2012
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Citation

Hong and Saeed (2012a, April 17). Staying on top, leveraging business analytics. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/staying-on-top-leveraging-business-analytics


Case studies

Innovation: Return to reality

This paper discusses innovation process performance in FMCG and blind spots in the classical research sequence. Using case studies, it demonstrates how a combination of relevant 'touch and feel' stimuli and behavioral research techniques can help...

Catalogue: Innovate 2010: Innovation Detonation
Authors: Michel Ten Donkelaar, Richard Bordenave
Companies: BVA Group, Kraft Heinz Company
November 16, 2010
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Citation

Ten Donkelaar and Bordenave (2010a, November 16). Innovation: Return to reality. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/innovation-return-to-reality


Research papers

Pavlov revisited

After the rapid and widespread emergence of online access panels, we are currently witnessing a new trend towards online custom panels that are specifically built, used and managed for research purposes of one company or its brand(s). This study...

Catalogue: Panel Research 2008
Authors: Bert Borggreve, Mike Friedman, Kristof De Wulf
Company: Kraft Heinz Company
October 24, 2008
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Citation

Borggreve, Friedman and De Wulf (2008a, October 24). Pavlov revisited. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/pavlov-revisited


Research papers

Evaluating the ROI of radio and billboards

This paper reviews an analysis done on a billboard and radio advertising campaign in the fast moving consumer goods industry. The analysis uses multivariate regression to quantify the Return On Investment from advertising. The findings indicate that...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix
Authors: Brian Cusick, Rick Abens
Companies: Nielsen, Kraft Heinz Company
June 18, 2003
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Citation

Cusick and Abens (2003a, June 18). Evaluating the ROI of radio and billboards. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/evaluating-the-roi-of-radio-and-billboards


Research papers

The contribution of research to a successful new brand

The paper illustrates the launch and development of the Heinz 'Weightwatchers' brand from 1985 to 1990 with particular attention paid to the contribution of research to this development, i.e. why research was necessary and how the results impacted on...

Catalogue: Seminar 1990: New Product Development
Authors: Sue Nicholls, Alison Hollinrake
Company: Kraft Heinz Company
June 15, 1990
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Citation

Nicholls and Hollinrake (1990a, June 15). The contribution of research to a successful new brand. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/the-contribution-of-research-to-a-successful-new-brand


Research papers

Evaluating promotions cost effectively

This paper describes how a programme of research based around a novel means of collecting data has enabled Heinz to optimise its performance in the promotions area and develop a framework within which the performance of specific promotions can be...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Marc Drake, Mike Sargent
Companies: KANTAR TNS Malaysia, Kraft Heinz Company
November 6, 1985
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Citation

Drake and Sargent (1985a, November 06). Evaluating promotions cost effectively. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/evaluating-promotions-cost-effectively