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Research papers

Insights

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it will to the next. This paper aims to cut...

Catalogue: Consumer Insights 2007
Authors: Wendy Gordon, Nitasha Kapoor
Company: Acacia Avenue
June 15, 2007
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Citation

Gordon and Kapoor (2007a, June 15). Insights. ANA - ESOMAR. Retrieved October 15, 2024, from


https://ana.esomar.org/documents/insights-


Research papers

From consumer connection to consumer insight

This presentation describes the cross-functional team project, which was aimed to reconstruct consumer insights for building relevant and effective communication for children in the ice-cream category in Poland.

Catalogue: Consumer Insights 2007
Author: Malgorzata Blachowska
Company: Nestlé
May 7, 2007
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Citation

Blachowska, M. (2007a, May 07). From consumer connection to consumer insight. ANA - ESOMAR. Retrieved October 15, 2024, from


https://ana.esomar.org/documents/from-consumer-connection-to-consumer-insight


Research papers

Beyond the obvious

This presentation demonstrates how a tool that is as obvious as it is indispensable in the work of the researcher for gathering insights & verbatims - has a much greater potential than its often shoddy and repetitive use which we take for...

Catalogue: Consumer Insights 2007
Author: Luigi Toiati
Company: Focus S.r.L.
May 7, 2007
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Citation

Toiati, L. (2007a, May 07). Beyond the obvious. ANA - ESOMAR. Retrieved October 15, 2024, from


https://ana.esomar.org/documents/beyond-the-obvious


Research papers

Consumer attitudes and behaviours

Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This presentation explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for consumer research and marketing. Consumer...

Catalogue: Consumer Insights 2007
Authors: Julian Kenway, Jonathan Fletcher
Company: Illuminas
May 7, 2007
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Citation

Kenway and Fletcher (2007a, May 07). Consumer attitudes and behaviours. ANA - ESOMAR. Retrieved October 15, 2024, from


https://ana.esomar.org/documents/consumer-attitudes-and-behaviours


Research papers

The push for holistic perspectives

Understanding consumer values is one of the most critical elements in any successful marketing strategy and planning. Considerations of price and quality matter for consumers, but, in many instances, value orientation also affects everyday choices...

Catalogue: Consumer Insights 2007
Authors: Ick-Sang Roh, Jay W. Shim
Company: Hankook Research
May 7, 2007
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Citation

Roh and Shim (2007a, May 07). The push for holistic perspectives. ANA - ESOMAR. Retrieved October 15, 2024, from


https://ana.esomar.org/documents/the-push-for-holistic-perspectives


Research papers

Actionable consumer insights

This presentation discusses how consumer insight can play a valuable role in helping companies tackle one of the key business issues of the moment: climate change.It explores the growing pressure and opportunities that companies face to go green. It...

Catalogue: Consumer Insights 2007
Author: Richard Atkinson
Company: 2CV Research
May 7, 2007
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Citation

Atkinson, R. (2007a, May 07). Actionable consumer insights. ANA - ESOMAR. Retrieved October 15, 2024, from


https://ana.esomar.org/documents/actionable-consumer-insights


Research papers

The case of the elusive insight

Detective fiction offers a powerful framework for researchers to borrow from, not just as a source of inspiration but also as a way of thinking about our role as 'problem solvers', a reminder of the essentials of the insighting process from problem...

Catalogue: Consumer Insights 2007
Authors: Achala Srivatsa, Shashikala Raj
Company: Nielsen
May 7, 2007
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Citation

Srivatsa and Raj (2007a, May 07). The case of the elusive insight. ANA - ESOMAR. Retrieved October 15, 2024, from


https://ana.esomar.org/documents/the-case-of-the-elusive-insight


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 October 15, 2024, from


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


Research papers

Insights vs findings

How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to translate the learning into revenue?Findings are often...

Catalogue: Consumer Insights 2007
Author: Marsha E. Williams
Company: Viacom International Media Networks
May 7, 2007
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Citation

Williams, M. E. (2007a, May 07). Insights vs findings. ANA - ESOMAR. Retrieved October 15, 2024, from


https://ana.esomar.org/documents/insights-vs-findings