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Research papers

The new dialogue in the new world

This presentation will focus on a case study involving the use of a community platform on Facebook with youth, undertaken by Coca- Cola with tNS. Coca- Cola needed the youth to become partners in the decision-making process. But youth do not behave...

Catalogue: Qualitative 2012: Informing Strategic Decision Making And Action
Authors: Sandeep Dutta, Shilpa Jain, Shashank Khattar
Companies: The Coca-Cola Company , KANTAR TNS Malaysia
November 8, 2012
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Citation

Dutta, Jain and Khattar (2012a, November 08). The new dialogue in the new world. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-new-dialogue-in-the-new-world


Research papers

Ode to the unsung hero - Navigating the turbulent waters of research

This presentation provides a sneak peek into the multi-million research practice that aims to take one of the world's most-valued brands to lead its markets. It depicts how Coca-Cola has engineered a solution to one of research's oldest problems: how...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Javier Quinones, Veronica Moreno, Patricio Pagani
Companies: Infotools, The Coca-Cola Company
September 13, 2012
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Citation

Quinones, Moreno and Pagani (2012a, September 13). Ode to the unsung hero - Navigating the turbulent waters of research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/ode-to-the-unsung-hero---navigating-the-turbulent-waters-of-research


Research papers

How to continue being a culturally relevant brand?

The business challenge was clear ... to maintain and enhance Coca-Cola's value as a cultural icon. The objective was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. The final goal...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Omar Fuentes
Company: The Coca-Cola Company
May 3, 2012
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Citation

Fuentes, O. (2012a, May 03). How to continue being a culturally relevant brand?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-to-continue-being-a-culturally-relevant-brand-


Research papers

From a snapshot to a movie

The Beverage Brand Barometer, a Coca-Cola consumer tracking study covering over 85 countries, has become a powerful strategic planning and marketing investment productivity tool. The method is compared to transforming a snapshot photo (a static...

Catalogue: Congress 2011: Impact
Authors: Vittorio Raimondi, Patricio Pagani, Ram Krishnamurthy
Companies: The Coca-Cola Company , Infotools
September 18, 2011
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Citation

Raimondi, Pagani and Krishnamurthy (2011a, September 18). From a snapshot to a movie. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-a-snapshot-to-a-movie


Research papers

Coca-Cola project shopper 360°

Project Shopper 360° shows how brands can respond to the challenges of the post recession shopper landscape through continual dialogue with consumers. This paper will show how cutting edge community research combined with on the go mobile and...

Catalogue: Insights 2011: A New World Order In Shopper Marketing
Authors: Philip McNaughton, Beth Corte-Real
Companies: Face, The Coca-Cola Company
March 1, 2011
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Citation

McNaughton and Corte-Real (2011a, March 01). Coca-Cola project shopper 360°. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/coca-cola-project-shopper-360-


Research papers

The Coca-Cola ritual

Coca-Cola Spain sought new ways of being relevant in out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that could be used to reposition the brand in the adult sector; establish a link...

Catalogue: Innovate 2010: Innovation Detonation
Authors: Victor Huertas, Begonia Fafian
Company: The Coca-Cola Company
November 16, 2010
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Citation

Huertas and Fafian (2010a, November 16). The Coca-Cola ritual. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-coca-cola-ritual


Research papers

Project hijack

This paper will show how a project aimed at helping Coca-Cola GB better understand the older teen audience has lead to a significant legacy inside Coca-Cola in terms of ways of thinking about the role consumers can play in the business. It will show...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Philip McNaughton, Beth Corte-Real
Companies: Face, The Coca-Cola Company
September 15, 2010
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Citation

McNaughton and Corte-Real (2010a, September 15). Project hijack. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/project-hijack


Research papers

Coca-Cola Europe and the Philosopher's Stone

On realization that only 20% of their Brand Tracker information was used across all 32 European markets, Coca-Cola Europe started searching for the Philosopher's Stone. The journey will take the us through the difficulties of negotiating a positive...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Patricio Pagani, Richard Raubik, James May
Companies: Infotools, KANTAR TNS Malaysia, The Coca-Cola Company
September 15, 2010
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Citation

Pagani, Raubik and May (2010a, September 15). Coca-Cola Europe and the Philosopher's Stone . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/coca-cola-europe-and-the-philosopher-s-stone-


Research papers

If the consumer is not a moron, could the shopper be?

This paper showcases a research framework that integrates insights on shopper observation, shopping environment, retailer servicing issues with shopper interviews to create a powerful tool that can help us understand the shopper better. The...

Catalogue: Retail and Shopper 2009: The Voice Of The Shopper
Authors: Sum Yim Ling, Anand Singh, Pavi Gupta
Companies: Nielsen, The Coca-Cola Company
March 4, 2009
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Citation

Ling, Singh and Gupta (2009a, March 04). If the consumer is not a moron, could the shopper be?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/if-the-consumer-is-not-a-moron-could-the-shopper-be-