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Research papers

Passive measurement: Path to purchase

Google and Nielsen came together to develop a way to better understand how consumers go about researching and buying mobile phones. With the internet in the palms of their hands, consumers interact a lot with the medium before considering and/or...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Abhishek Saigal, Shilpa Surtani, Prithvi Raj, Zeeshan Adam, Avantika Agarwal, Harshita Bhatia
Companies: Google, Nielsen
November 2, 2020

Research papers

Neuroscience applied

How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse...

Catalogue: Latin America 2019
Authors: Aline Souza, Janaína Brizante
Company: Nielsen
April 7, 2019

Research papers

Understanding a man's online world

In Turkey, males desire a world which totally belongs to them with all symbols of masculinity and in which they are appreciated by women – and a world with not much more than football, entertainment, speed and games!...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Isil Sahinoz, Nihan Sahan Eren, Didem Sekerel Erdogan
Company: Nielsen
November 16, 2016

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

Research papers

Bringing mindfulness into micro moments

In an ideal world, we would all be mindful every moment of our lives & keep track of exactly how we feel and what we are thinking. However, about 47% of our waking hours are spent thinking about what isn't going on. Consumer research often relies...

Catalogue: Asia Pacific 2016: Get Connected!
Authors: Sushma Panchawati, Jayadevan Ambat, Prithvi Raj, Ravi Dixit
Company: Nielsen
May 19, 2016

Research papers

Reliability and predictive validity in consumer neuroscience

Consumer neuroscience research often employs small samples, and questions are frequently raised as to whether resulting inferences are reliable and relevant to real world behaviour. Here we share extensive findings that directly address these...

Catalogue: Congress 2015: Revelations
Author: Michael E. Smith
Company: Nielsen
October 1, 2015

Research papers

The bilingual brain

Hispanic bilingual Millennials (Billennials) are an increasingly important consumer group. Defined by their ability to speak both English and Spanish, it is critical to understand the impact of language on advertising in order to optimize messaging...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Manuel Garcia, Roberto Ruiz, Esther Franklin
Company: Nielsen
June 15, 2015

Research papers

Southeast Asia: See tomorrow, today

For the first time, companies are embarking on new and disruptive activities in a quest to launch breakthrough innovations faster with more impact. At the same time, after reviewing more than 2,500 consumer product launches in the top 20 categories...

Catalogue: Asia Pacific 2015: Asia Means Business
Author: Tobias Puehse
Company: Nielsen
May 19, 2015

Research papers

How success stories from the past can inspire future innovation

Often enough companies are focusing on launching tactical, uninspired, no-risk and no-reward new products and line-extensions instead of thinking ahead to generate breakthrough big initiatives that can deliver unprecedented successes. When companies...

Catalogue: Congress 2014: What Inspires?
Authors: Marcin Penconek, David Hood
Company: Nielsen
September 10, 2014