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Research papers
Beneath the surface
Two questions periodically arise in our industry: how do brands really grow and why don't the best always win? Every time our industry thinks that we have the answers nailed down, someone comes along and undermines the collective consensus. We are...
Catalogue: Congress 2012: Accelerating Excellence
Authors: Kyle Findlay, Constantin Michael, Jan Hofmeyr
Company: KANTAR TNS Malaysia
September 13, 2012
Research papers
The history of men's underwear
When you got up this morning did you really think about what specific pair of underwear you put on? Sure, now I am asking you can think of good pragmatic reasons. But have you really thought about why the underwear in your drawer got there. Marketers...
Catalogue: Congress 2012: Accelerating Excellence
Author: Dave McCaughan
September 13, 2012
Research papers
Preparing for the new era
To adapt and thrive in an ever-evolving world, businesses in Latin America must be willing to look at alternative research methodologies to make sense of dynamic and complicated consumer segments. Of the new research techniques circulating and...
Catalogue: Latin America 2012: Uncovering Opportunities
Author: Dan Hill
Company: Sensory Logic
May 3, 2012
Research papers
The kids are alright! The global family today
Family fusion, cohesion and roles have changed rapidly in recent times, unlike previous generations, decision making within families across a wide range of issues and brand purchase is almost entirely collaborative. The generation gap is closed and...
Catalogue: Latin America 2012: Uncovering Opportunities
Author: Noel Gladstone
Company: Viacom International Media Networks
May 3, 2012
Research papers
Purchase prediction and brand loyalty
Traditionally product assessment -before and after its launch- has relied primarily on verbalizations and surveys. These methods offer great insight regarding consumer's opinion and cultural perception. Recent research in neuroscience contributes to...
Catalogue: Latin America 2012: Uncovering Opportunities
Authors: Alejandro Salgado-Montejo, Carlos Velasco, MarÃa José Calvo, MarÃa Fernanda Gómez
Company: Neurosketch
May 3, 2012
Research papers
How far is too far?
This paper takes a quantitative approach to investigating the role of how the various interfaces available to us (Traditional, Flash and Gamification) resonate with online panellists. Most importantly, it explores the 'Buyer Beware' learning around...
Catalogue: 3D Digital Dimensions 2011: (Online + Social Media + Mobile) Research
Authors: Bernie Malinoff, Jon Puleston
October 26, 2011
Research papers
