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Research papers

Recognizing the role of the consumer in pharmaceutical research

Greater access to information has allowed people to be more involved in their healthcare to the point where many health conditions can now be viewed as quasi-consumer markets. This creates a new landscape for marketers where customization is the key...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Sharon Spiers, Mark Blakely
September 23, 2001

Research papers

Big changes will deliver a big future

The customer insight industry is at a crossroads and to continue to flourish we need to know precisely what our marketing customers expect of us. This paper will be based on an authorative survey of senior marketing decision makers, who will be...

Catalogue: Congress 2013: Think Big
Authors: David Smith, Adam Riley
Company: DVL Smith Ltd
September 26, 2013


How to innovate within a mature category

Can online consumers contribute to market research about fragrance, if we can’t digitally transmit scents yet? Short answer: yes, most certainly. The leading global designer of fragrances and flavours IFF and innovation research...

Catalogue: Global Qualitative 2017: Back to the future
Authors: Jose Santiago, Marieke Boers
Companies: Winkle, International Flavors & Fragrances (IFF)
January 11, 2017


Research World (January/February 2011)

In this issue we look at the new consumer insights and the implications of non-rational behaviour.

Catalogue: Research World 2011
Author: ESOMAR B.V.
February 15, 2011


Research World (March/April 2011)

In this issue we look at the growth of emerging markets and what this means for consumer insights and innovating for success.

Catalogue: Research World 2011
Author: ESOMAR B.V.
April 15, 2011

Research papers

Permission to launch

Together with Kantar, Zappi conducted a research study to determine the trends and creative traits that can help advertisers maximize efficiency. We tested 20 video ads across four categories using our consumer insights platform. This paper shares...

Catalogue: Congress 2018
Authors: Andy Gallagher, Babita Earle
Companies: ZappiStore, Kantar
September 23, 2018

Research papers

Coca Cola's real-time intelligence

This paper describes Coca-Cola's Real-Time Intelligence platform, built together with the System 1 Market Research agency BrainJuicer and brand consultants Talk Inc. Through this initiative, Coca-Cola gained access to real-time insights into its...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Cristina Brand, Carla Mayumi, Flavio Marcondes, Gabriel Aleixo
Companies: The Coca-Cola Company , BrainJuicer
June 15, 2015


Beyond Qual and Quant

Many vendors and clients are adopting AI tools to drive effectiveness and efficiencies of market research, most of the utilization is centered around speed, data integration and analytics and lowering cost. The study presented here, demonstrate the...

Catalogue: ESOMAR Smart Data Lab
Author: Connie Zhang
November 4, 2019

Research papers

Are you ready to meet EVE?

Surveys are yesterday's insights technology. The future is about artificial intelligence and conversations with benefits for researchers, research buyers, consumers.  In this presentation, we look at the technology, its application and the...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Garreth Chandler, Tom Caley
Company: Evolve Research
November 2, 2020