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Research papers

60 Years: Then and now

How Philips has evolved its market research practices over the last decades is explained in this presentation, using examples from the past to contrast with recent projects that illustrate some of the new ways of working which have contributed to...

Catalogue: Congress 2007: Excellence
Authors: Charmian Tardieu, Maarten Schellekens
Company: McKinsey & Company
September 19, 2007
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Citation

Tardieu and Schellekens (2007a, September 19). 60 Years: Then and now. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/60-years-then-and-now


Research papers

Can continuous relationship marketing work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: Asia Pacific 2002
Authors: Mike Sherman, Sungmi Chung
Company: McKinsey & Company
December 1, 2002
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Citation

Sherman and Chung (2002a, December 01). Can continuous relationship marketing work in emerging markets?. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/can-continuous-relationship-marketing-work-in-emerging-markets-


Research papers

Made in Asia

Many experienced companies realize that Asia is not one market but rather consists of multiple markets. However, while companies focus on tailoring products and brands for local consumers, they are overlooking an important fact in understanding...

Catalogue: Asia Pacific 2006
Authors: Giana Eckhardt, Sunny Hahn, Myoungwha Choi
Company: McKinsey & Company
March 19, 2006
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Citation

Eckhardt, Hahn and Choi (2006a, March 19). Made in Asia. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/made-in-asia


Research papers

Build strong brands and develop communications

Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications. This paper addresses some of the drawbacks and limitation of this approach. In particular, it...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Authors: Michael O'Donohue, Tamsin Addison
Company: McKinsey & Company
November 1, 2000
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Citation

O'Donohue and Addison (2000a, November 01). Build strong brands and develop communications . ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/build-strong-brands-and-develop-communications-


Research papers

Can CRM work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: Latin America 2002
Authors: Mike Sherman, Sungmi Chung
Company: McKinsey & Company
May 12, 2002
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Citation

Sherman and Chung (2002a, May 12). Can CRM work in emerging markets?. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/can-crm-work-in-emerging-markets--5859


Research papers

Planting a seed for behavioral change

In this article, we want to illustrate the huge untapped power of insights in bringing about behavioural change for individual and social good, in other words, getting people to make healthier lifestyle choices, and the vital role of qualitative...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts
Authors: Takashi Takenoshita, Berangere Bragard, Vivek Banerji
Company: McKinsey & Company
November 18, 2010
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Citation

Takenoshita, Bragard and Banerji (2010a, November 18). Planting a seed for behavioral change. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/planting-a-seed-for-behavioral-change


Research papers

Harnessing consumer insight to drive innovation

Why is innovation such a struggle? The greatest challenges most organizations face when innovating lie within their own organization, people and working practices.Successful commercial organizations tend to focus on quantitative metrics, are...

Catalogue: Innovate 2006
Authors: Aunia Grogan, Vivek Banerji
Company: McKinsey & Company
May 10, 2006
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Citation

Grogan and Banerji (2006a, May 10). Harnessing consumer insight to drive innovation. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/harnessing-consumer-insight-to-drive-innovation


Research papers

Can CRM work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: Sungmi Chung, Mike Sherman
Company: McKinsey & Company
March 17, 2002
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Citation

Chung and Sherman (2002a, March 17). Can CRM work in emerging markets?. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/can-crm-work-in-emerging-markets-


Research papers

A framework for improved CRM analytics

This paper focuses on helping CRM and analytics managers choose the analytic approaches and tools that best match an organization's readiness to receive and use them. CRM and analytic leaders often believe that complex value models and sophisticated...

Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: David Harding, Edgar Ortiz
Company: McKinsey & Company
March 17, 2002
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Citation

Harding and Ortiz (2002a, March 17). A framework for improved CRM analytics. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/a-framework-for-improved-crm-analytics