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Research papers

Research getting a C-Suite seat

This paper reviews the Life Rhythm Knowledge Center case and demonstrates the approach used to build a knowledge center for Vodafone. The way research is to become more impactful is by building knowledge, not through single research projects or...

Catalogue: Congress 2011: Impact
Authors: Philip De Wulf, Nord van de Mosselaer
Company: Vodafone Group
September 18, 2011

Research papers

From brilliant to actionable

This paper will describe the collaboration between Hershey's and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical...

Catalogue: Congress 2011: Impact
Authors: Mark Garratt, Rafael Alcaraz, Steve Cohen
Company: In4mation insights
September 18, 2011

Research papers

Translating the language of consumers into global fundraising efforts

This paper describes UNICEF's adoption of a global, cross-category trends framework, and the organization's on-going usage of trends in idea generation. It reviews how and why UNICEF identified a need to track consumer trends, as well as highlights...

Catalogue: Congress 2011: Impact
Authors: Nick Chiarelli, Sotta Long
September 18, 2011

Case studies

I hadn't really thought about that!”

Ethical behaviour can have very positive impacts on corporate performance, resulting in higher employee motivation and involvement, lower staff turnover and a better bottom line. This presentation reviews a pioneering case study of how Unilever built...

Catalogue: Congress 2011: Impact
Authors: Agnes Nairn, Marie-Agnes Beetschen
Company: Unilever
September 18, 2011

Research papers

Building profit through innovation in property development

This paper will demonstrate: key stages in the development of dynamic and innovative models based on consumer, industry and business research and intelligence; market research driving decisions and strategy, resulting in a significant increase in the...

Catalogue: Congress 2011: Impact
Authors: John Marinopoulos, Matt Elliott, David Laffin
Company: PwC
September 18, 2011

Research papers

Engage, inspire, act

Great companies understand the importance of consumer and market insights. Enhancing capabilities like acquiring new techniques and technology for data collection and analysis are important to build insights and inform product development. Such...

Catalogue: Congress 2011: Impact
Authors: Stan Knoops, Niels Schillewaert, Tom De Ruyck, Gita Coenen, Soraia Rodrigues
Companies: InSites Consulting, Unilever
September 18, 2011