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Research papers
Insights at work
The Arabian Gulf region is unique in its near isolation from even rudimentary marketing efforts until the early 1970s. Over the last three decades, particularly the last ten years, the region has seen momentous changes, fundamentally impacting the...
Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Vishal Tikku, Rajesh Parupalli
Company: Unilever
March 30, 2003
Research papers
Provocative discourse as an insight generator
Provocation, normally understood in a negative sense, could be positively and ethically exploited for consumer insight generation in market research.The paper presents expert opinions on the role of provocation in different spheres of social life, as...
Catalogue: Qualitative 2005
Authors: Elena Mosicheva, Tatyana Ziglina
Company: MarketSense Russia
November 13, 2005
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
Research papers
Joining the 4th dimension
Consumer Insights are the most important factors associated with effective product development. Qualitative research methods are well suited to understand the consumer, most importantly needs, dreams, desires and the feelings and provides the...
Catalogue: Qualitative 2007
Authors: Catherine Genter, Andera Gadeib
Company: Dialego AG
November 12, 2007
Research papers
The qualitative fingerprint!
This presentation illustrates a new way of engaging consumers in the product development process. With the help of innovative Web 2.0 techniques, new products are co-created WITH the consumer instead of developing a product just FOR them. The...
Catalogue: Innovate 2008
Author: Andera Gadeib
Company: Dialego AG
June 16, 2008
Research papers
Hurry up! And wait! The road to research impact
This paper re-examines the role and management of Consumer Insights in major corporations. It tracks progress made in the intervening seven years towards more strategic, proactive role for research and analytics and ask why that progress appears to...
Catalogue: Congress 2016: #WOW
Authors: Simon Chadwick, Christine Barton, Ravi Dhar
September 22, 2016
Research papers
Recognizing the role of the consumer in pharmaceutical research
Greater access to information has allowed people to be more involved in their healthcare to the point where many health conditions can now be viewed as quasi-consumer markets. This creates a new landscape for marketers where customization is the key...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Sharon Spiers, Mark Blakely
September 23, 2001
Research papers
