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Research papers
Moving from Data-Driven to Deeper Human Understanding
We at GSK Consumer Healthcare (GSK CH) are undergoing a transformation, from being the consumerhealthcare division of GSK, to being on our way to becoming a standalone consumer health business. As such,we are transforming the way that we do business,...
Catalogue: Future-Proofing and Foresight
Authors: Liz Haas-Pietronave, James Sallows
Company: GSK
April 14, 2022
Research papers
Solving the paradoxes of the mobile- first world!
Accurate recruitment has been an age-old problem in the world of quantitative research. Think about the last seven days: How many hours did you spend watching Netflix? What is the total amount of money that you spent buying groceries, both offline...
Catalogue: Asia Pacific 2020 - Insights Festival
Author: Abhinav Mohan
Companies: InMobi, Swiggy
November 2, 2020
Research papers
Designing innovations differently in the digital environment
There is an interesting management quote: Do not expect the output to change if the inputs remain the same. This is true for organisational transformation as well as transformation of the insights and analytics industry. This paper examines this...
Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Charu Mullick, Krishnendu Dutta, Deepti Chandna, Aftab Kaushik, Disha Wanchoo, Rashmi Lohkna
Companies: IPSOS, Quantum Consumer Solutions Pvt Ltd, Google
November 2, 2020
Research papers
Integrated pricing strategy
Getting the right pricing strategy is very critical for CPG companies - more so in the alcoholic beverages (AlcoBev) category in India, because AlcoBev is a highly regulated industry subject to high taxes coupled with restrictions on distribution and...
Catalogue: Asia Pacific 2020 - Insights Festival
Author: Arvind Sainath
Company: Diageo
November 2, 2020
Research papers
Remaining human in a world of AI
This time, it will not be the AI winters we saw in the 1970s and 1990s, but a human winter, where the very relevance of human effort is being called into question. There is an irony inherent in this- developments in AI started to gain a strong...
Catalogue: Asia Pacific 2020 - Insights Festival
Author: Ramanathan Vythilingam
Company: Unilever
November 2, 2020
Research papers
Seed audiences: 'From not knowing you to tapping into millions like you'
Today, consumers are bombarded with marketing communication, making it very difficult for brands to differentiate themselves. Digital-first companies can rely on a variety and richness of datasets which is not always matched by more traditional...
Catalogue: Insights Festival 2020
Authors: Abhinav Mohan, Mario Dughi, Souvik Roy, Utsav Mamoria
Companies: Unilever, InMobi
September 15, 2020
Research papers
Finding the 80% rotten apples in your innovation pipeline
"I fully trust the predictions of product pre-testing. It is well-invested money!"In a nutshell, that's the change in perception among CEOs which would delight us.Imagine if you could test products before placing them in your sales channels in such a...
Catalogue: Insights Festival 2020
Authors: Alexander Falser, Lukas Waidelich, Marco Walter
Companies: Tchibo, Cauliflower
September 15, 2020
Research papers
