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Research papers

Building effective networks

The world is becoming more complex - consumers are exercising greater choice, information sources of information are fragmenting, and the regulatory and political environment is growing more sensitive. In such an environment, the asks of the Insights...

Catalogue: Asia Pacific 2017: Discoveries
Author: Madhumita Chakraborty
May 9, 2017

Research papers

How can a Chinese manufacturer discover their international customers through integrated methodologies?

Target consumers for many Chinese manufacturers are based internationally, and accessing an accurate view of their audience is more imperative than for those living in the same culture as their market. As Chervon expands further into the US and...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Jeff Tsui, Alex Tu
Company: Kantar
May 9, 2017

Research papers

Indian TV industry

Audiences no longer consume TV unilaterally. While current technology captures the audiences watching TV, it does not take into account their actual behaviour whilst consuming it. This paper attempts to answer the various multitasking/activities that...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Romil Ramgarhia, Bipin Mundhwa, Rucha Deshmukh
May 9, 2017

Research papers

The segmentation revival

This paper is a practical guide to designing efficient cross cultural segmentation research in response to the growing revival of interest in this form of research from the global marketing industry. It is based upon the authors' collective...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Alexander Wheatley, Jason Brownlee, Jon Puleston
Company: Kantar
May 9, 2017

Research papers

Gender bias in brands and business

Businesses and brands have an opportunity to grow market share by better meeting the need of both genders. However, it can be challenging to identify the opportunities when gender bias, particularly unconscious gender bias, obscures them. This paper...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Amy Fridlund, Nikki Feld
Company: KANTAR TNS Malaysia
May 9, 2017

Research papers

Harnessing the power of voice

Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Saurin Shah, Roland Leung, Geeta R. Lobo
Company: GfK
May 9, 2017

Research papers

Streamlining the innovation process to maximize efficiency

With the advent of digital innovation in research, consumers have evolved from closely watched subjects to partners, collaborators and co-creators. This paper explores the role of market research in facilitating the innovation process. The authors...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Allen Cai, Ching Ling Ng
Company: Labbrand
May 9, 2017

Research papers

Big Data, AI, machine learning and behavioural science

Over the last three years, the deep learning version of machine learning has made more inroads into learning systems than all the artificial intelligence ever developed, particularly to understand image, voice and language processing, etc. The...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Pascal Bourgeat, Paul Cording, Bart Langton
Company: Ipsos MRBI
May 9, 2017

Research papers

Optimizing customer experience

This paper explains how to apply design thinking elements in the process of creating meaningful service experience among the different customer touch points. How these different touch points are constantly changing in the China landscape, why these...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Weiwei Zhang, Rebecca Chen
May 9, 2017