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Research papers
Creating a Better Everyday Life
IKEA aims to create a better everyday life for customers by creating home furnishing products that fulfil their needs, dreams, and frustrations. Since the 1970s, IKEA has visited real customers? homes to better understand their everyday lives...
Catalogue: Congress 2023
Authors: Eva Carin Banka Johnson, Stefan Vukjcevic, Terje Nilstun
September 29, 2023
Research papers
Humanity in Creative Development
The insights industry is at a crossroads, similar to that faced by the global energy industry. In short: what got us here, won?t get us there! Change is needed for our industry to continue to inspire our business stakeholders, create impact and power...
Catalogue: Congress 2023
Authors: Monica Tenorio, Rafik El Noumeir
September 29, 2023
Research papers
Can Social Listening Obsolete All Other Research Methodologies?
This report showcases how Haleon (formerly GSK Consumer Healthcare), in an effort to stay ahead of the game on deep human understanding, has harnessed the exponential growth of data coming from social media and e-commerce with Semantiweb, a company...
Catalogue: Congress 2023
Authors: Nicolas Pochart, Pierre Antoine Dubosc
September 29, 2023
Research papers
Using the Data You Have to Get The Insights You Need
Cisco.com needs to be many things to many people: a showroom, a library, a help desk, a training centre and a sales funnel. However, how can we design a site that can do all that with the right message, at the right time, for the right audience? With...
Catalogue: Congress 2023
Author: Loren Crawford
September 29, 2023
Research papers
Social Video Listening - The Next Gen of Social Listening
Consumer and market insight professionals are often recognised by organisations as strategic thinkers,representing consumer voice.Yet, in the current ever-evolving world, where big and small business decisions need to be taken at speed,there is an...
Catalogue: Congress 2022: 75th Anniversary
Authors: Anne Calot, Laurence Lienhard Grandguillaume
Companies: COTY, The Social Wire
September 26, 2022
Research papers
Start With the End in Mind
What if there was a way to bring a laser focus to your research projects that allows you to get more actionableinsights for less budget? A simple switch to thinking about the exact behaviour you want consumers to changecan give you that, and more.
Catalogue: Creativity. Connections. Community.
Author: Elina Halonen
Company: Square Peg Insight
July 15, 2022
Research papers
Algorithms of Scent and Experience
We explore the role of machine learning, multi-source models and big data in market research and consumerunderstanding. We applied machine learning algorithms to two billion data points, and explored the relationshipsbetween aromas, motivations and...
Catalogue: Creativity. Connections. Community.
Authors: Alejandro Salgado-Montejo, Rodrigo Salgado, Carlos Payares, Jaime Gomez, Maria Jose Aza
July 15, 2022
Research papers
