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Research papers

Evaluating social mission projects in emerging & bottom of the pyramid markets

This presentation details the behaviour measurement methodology developed for reliable evaluation of Unilever Oral Care Social Mission Project targeted at children. It details the application of the methodology in small towns of Indonesia, where...

Catalogue: Congress 2009: Leading The Way
Authors: Namita Mediratta, Astiti Suhirman, Raghavan Srinivasan
Companies: KANTAR TNS Malaysia, Unilever
September 22, 2009
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Citation

Mediratta, Suhirman and Srinivasan (2009a, September 22). Evaluating social mission projects in emerging & bottom of the pyramid markets. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/evaluating-social-mission-projects-in-emerging-bottom-of-the-pyramid-markets


Research papers

Is the world really flat?

This paper looks at the general status and role of women in the society in countries that are culturally very different from each other and then examines the notions of love and romance among them. It explores in details to see if the forces of...

Catalogue: Congress 2008: Frontiers
Authors: Manish Makhijani, Sakkina Pittalwala
Companies: Flamingo, Unilever
September 26, 2008
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Citation

Makhijani and Pittalwala (2008a, September 26). Is the world really flat?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/is-the-world-really-flat-


Research papers

Learning to win

Once again, we argue that the failures [of innovation] are really not random at all: They are predictable and avoidable: if managers get the categorization stage of theory right. Of the many dimensions of business building, the challenge of creating...

Catalogue: Congress 2008: Frontiers
Authors: Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
September 26, 2008
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Citation

Moskowitz and Hartmann (2008a, September 26). Learning to win. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/learning-to-win


Research papers

The co-creation revolution

With the advent of Web 2.0, the belief that consumers now have in their own voice, in their own creativity and in their own ability to express themselves is becoming more apparent. They clearly no longer see themselves as just passive respondents...

Catalogue: Innovate 2008
Authors: Ana C.M. Medeiros, Andrew Needham
Companies: Unilever, Face
June 16, 2008
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Citation

Medeiros and Needham (2008a, June 16). The co-creation revolution. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-co-creation-revolution


Research papers

Digital consumer connections

Online communities offer many opportunities to involve consumers in the daily business of the marketer, and to use them as a source of inspiration instead of evaluation.In this paper, we will present a case study for Unilever's Rama Cremefine brand...

Catalogue: Qualitative 2007
Authors: Barbara du Perron, Anja Kischkat
Companies: MetrixLab, Unilever
November 12, 2007
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Citation

du Perron and Kischkat (2007a, November 12). Digital consumer connections. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/digital-consumer-connections


Case studies

Evolution of beauty: Dove case study

In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer...

Catalogue: Congress 2007: Excellence
Authors: Niels Schillewaert, Steven van Belleghem, Severine Distave, Tom De Ruyck
Companies: InSites Consulting, Unilever
September 19, 2007
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Citation

Schillewaert, van Belleghem, Distave and De Ruyck (2007a, September 19). Evolution of beauty: Dove case study. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/evolution-of-beauty-dove-case-study


Research papers

Back on track

This presentation describes how Rexona lost its way in France and how research created a new category language to show the way back to growth. A fusion of different approaches was used including Semiotics, Extended Creativity Groups, In-depth...

Catalogue: Congress 2007: Excellence
Authors: John S. Pawle, Jaroslav Cir, Simon Patterson
Companies: Unilever, QRi Consulting Ltd.
September 19, 2007
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Citation

Pawle, Cir and Patterson (2007a, September 19). Back on track. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/back-on-track


Research papers

Insight into action

This presentation explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience.There is a need for brands to constantly innovate to keep in step with cultural change and the...

Catalogue: Congress 2007: Excellence
Authors: Karen Paterson, Catriona Ferris, Lyn McGregor
Companies: Unilever, KANTAR TNS Malaysia, Flamingo
September 19, 2007
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Citation

Paterson, Ferris and McGregor (2007a, September 19). Insight into action. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/insight-into-action


Research papers

Warm vodka and sweaty women

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnography and market analysis provided a means of...

Catalogue: Consumer Insights 2007
Authors: Jaroslav Cir, Greg Rowland
Companies: Greg Rowland Semiotics, Unilever
May 7, 2007
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Citation

Cir and Rowland (2007a, May 07). Warm vodka and sweaty women. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/warm-vodka-and-sweaty-women