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Research papers

Sounds with Soul

In its visceral form, the purpose of advertising is to raise awareness of a brand or product and to achievesales. But brands are not created to be flavours of a season. Strong brands outlive generations bycontinuously evolving and remaining relevant....

Catalogue: Congress 2022: 75th Anniversary
Author: Ritanbara Mundrey
Company: Nestle
September 23, 2022
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Citation

Mundrey, R. (2022a, September 23). Sounds with Soul. ANA - ESOMAR. Retrieved January 20, 2025, from


https://ana.esomar.org/documents/sounds-with-soul


Research papers

When the nip becomes a bite

FMCG is experiencing a new wave of competition from Challenger brands. What is the Challenger story in India? Who are they, what are their strategies and most importantly, how should the established players protect and prevail. This presentation...

Catalogue: Congress 2018
Author: Ritanbara Mundrey
September 23, 2018
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Citation

Mundrey, R. (2018a, September 23). When the nip becomes a bite . ANA - ESOMAR. Retrieved January 20, 2025, from


https://ana.esomar.org/documents/when-the-nip-becomes-a-bite--9428


Research papers

It takes many notes to make a symphony

We are in an age of data carpet bombing. Businesses are staggering with the flow of industry updates, investor reports, retail audits, sales dashboards, brand tracks, social listening ad nauseam. The data is intended to empower, yet it overwhelms....

Catalogue: Congress 2017: Visionary
Author: Ritanbara Mundrey
August 24, 2017
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Citation

Mundrey, R. (2017a, August 24). It takes many notes to make a symphony. ANA - ESOMAR. Retrieved January 20, 2025, from


https://ana.esomar.org/documents/-it-takes-many-notes-to-make-a-symphony


Research papers

Diamonds or dust

The low success rate for innovation in Indian FMCG became a subject of interest at Nestlé India. Partnering with Nielsen we set out to understand what it takes innovations to win in the long term- form birth, to breakthrough and beyond the first...

Catalogue: Congress 2016: #WOW
Authors: Ritanbara Mundrey, Amit Bali
Company: Nielsen
September 22, 2016
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Citation

Mundrey and Bali (2016a, September 22). Diamonds or dust. ANA - ESOMAR. Retrieved January 20, 2025, from


https://ana.esomar.org/documents/diamonds-or-dust-10782


Research papers

Slow burn to fiery flame

This is an account of how market researchers can apply the expertise of data analysis in non-traditional research to deliver leading-edge insight. The issue explored is slow growth in the coffee category. Going beyond primary research, three...

Catalogue: Asia Pacific 2016: Get Connected!
Author: Ritanbara Mundrey
May 19, 2016
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Citation

Mundrey, R. (2016a, May 19). Slow burn to fiery flame. ANA - ESOMAR. Retrieved January 20, 2025, from


https://ana.esomar.org/documents/slow-burn-to-fiery-flame-8656


Research papers

The Art of Simplicity is a Puzzle of Complexity

This paper showcases how the insights and innovation team addressed a large and almost unwieldy brief from the business with structure and rigour, employing both traditional research and analytics, and served a high-quality outcome with impact and...

Catalogue: Congress 2024
Author: Ritanbara Mundrey
Company: Nestle
January 1, 1970
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Citation

Mundrey, R. (1970a, January 01). The Art of Simplicity is a Puzzle of Complexity. ANA - ESOMAR. Retrieved January 20, 2025, from


https://ana.esomar.org/documents/the-art-of-simplicity-is-a-puzzle-of-complexity