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Research papers

Coca-Cola's agile research adventure

This paper tells the story of Coca-Cola's partnership with ZappiStore and SSI and their successes and failures developing agile research solutions in Asia. It portrays the effort to realise the promise of agile research in the spirit of fail fast and...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Ron Gailey, Stephen Phillips, Pete Cape
Companies: ZappiStore, Research Now SSI, The Coca-Cola Company
June 15, 2015
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Citation

Gailey, Phillips and Cape (2015a, June 15). Coca-Cola's agile research adventure. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/coca-cola-s-agile-research-adventure-8416


Research papers

Research in a world of irrational expectations

Our industry works hard for the truth and often sees it as our domain, yet sometimes the way we go about research moves us further from 'real' truth. More attention is needed to what Behavioural Economics findings mean for Market Research, not just...

Catalogue: Congress 2011: Impact
Authors: Stephen Phillips, Abigail Hill
September 18, 2011
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Citation

Phillips and Hill (2011a, September 18). Research in a world of irrational expectations. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/research-in-a-world-of-irrational-expectations


Research papers

Advocracy - Harnessing the power of the consumer

This paper illustrates a new and more robust model for advocacy in the multi-media age. Building upon previous models, the authors identify the different variables that create advocacy and show how to engage people at both the category and brand...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Stephen Phillips, Kate Willis
September 15, 2010
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Citation

Phillips and Willis (2010a, September 15). Advocracy - Harnessing the power of the consumer. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/advocracy---harnessing-the-power-of-the-consumer


Research papers

A quest for answers

Everyone wants to know why consumers choose brand A, switch from A to B, believe X and behave in certain ways. Yet most of the time, consumers don't know whyThis presentation looks at alternatives to why and more broadly, the best questioning methods...

Catalogue: Congress 2007: Excellence
Authors: Sarah Hamburger, Stephen Phillips
September 19, 2007
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Citation

Hamburger and Phillips (2007a, September 19). A quest for answers. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/a-quest-for-answers


Research papers

Snakes and ladders marketing

The paper introduces the concept of Snakes and Ladders marketing, the new way of viewing decision-making that replaces the old model of the purchase funnel.We move from a rationalised world to one where emotions, impulses and great communications...

Catalogue: Congress 2006: Foresight
Author: Stephen Phillips
September 17, 2006
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Citation

Phillips, S. (2006a, September 17). Snakes and ladders marketing. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/snakes-and-ladders-marketing