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Research reports

Grocery new product developmet

Rowntree Mackintosh Grocery Division is interested inexploring new product possibilities in the Salads,Spreads and Juices area. Some ideas had been generatedby the Agency.This research was undertaken with housewives in orderto encourage them to...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1976

Research papers

Insights at work

The Arabian Gulf region is unique in its near isolation from even rudimentary marketing efforts until the early 1970s. Over the last three decades, particularly the last ten years, the region has seen momentous changes, fundamentally impacting the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Vishal Tikku, Rajesh Parupalli
Company: Unilever
March 30, 2003

Research papers

Provocative discourse as an insight generator

Provocation, normally understood in a negative sense, could be positively and ethically exploited for consumer insight generation in market research.The paper presents expert opinions on the role of provocation in different spheres of social life, as...

Catalogue: Qualitative 2005
Authors: Elena Mosicheva, Tatyana Ziglina
Company: MarketSense Russia
November 13, 2005

Research papers

From consumer connection to consumer insight

This presentation describes the cross-functional team project, which was aimed to reconstruct consumer insights for building relevant and effective communication for children in the ice-cream category in Poland.

Catalogue: Consumer Insights 2007
Author: Malgorzata Blachowska
Company: Nestlé
May 7, 2007

Research papers

Joining the 4th dimension

Consumer Insights are the most important factors associated with effective product development. Qualitative research methods are well suited to understand the consumer, most importantly needs, dreams, desires and the feelings and provides the...

Catalogue: Qualitative 2007
Authors: Catherine Genter, Andera Gadeib
Company: Dialego AG
November 12, 2007

Research papers

The qualitative fingerprint!

This presentation illustrates a new way of engaging consumers in the product development process. With the help of innovative Web 2.0 techniques, new products are co-created WITH the consumer instead of developing a product just FOR them. The...

Catalogue: Innovate 2008
Author: Andera Gadeib
Company: Dialego AG
June 16, 2008


Transforming insights-driven planning at Coca-Cola

Making sure insights are systematically used by your stakeholders in annual business plans is mission critical, but what to do when a pandemic disrupts your ways of working?  When Coca-Cola McDonald's was forced to cancel their annual...

Catalogue: Webinars 2020
Authors: Stephanie Eaddy, Elizabeth P. Morgan
Company: Market Logic Software
August 26, 2020

Research papers

Hurry up! And wait! The road to research impact

This paper re-examines the role and management of Consumer Insights in major corporations. It tracks progress made in the intervening seven years towards more strategic, proactive role for research and analytics and ask why that progress appears to...

Catalogue: Congress 2016: #WOW
Authors: Simon Chadwick, Christine Barton, Ravi Dhar
September 22, 2016

Research reports

How to demonstrate the value of investing in customer insight

The customer insight industry is a big success story, but internal insight teams are often on the critical radar. Against this backdrop, Esomar looked at the best way to demonstrate the value of investing in customer insight, reviewing relevant...

Catalogue: ESOMAR Publications
Author: ESOMAR B.V.
March 12, 2019