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Research papers
Marketing beyond instincts
In this paper, we will seek to outline:- The specific problem facing us in Japan;- Why it was important to adopt a new method to derive answers;- The results of our research and what new insights we garnered;- How we went about maximizing the impact...
Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Gigi Leung, Vanessa Oshima, Daphne Mavroudi-Chocholi
Companies: Johnson & Johnson, machineVantage
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
Driving consumers' brand perception and engagement
Bad ads create bad experiences for consumers and negatively impact your brand. It is critical to know what creative element or pattern can help drive brand performance and direct response. However, creative A/B tests or lab tests with facial...
Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Minh Nguyen, Tomoya Naohara, Kosuke Yoshida
Companies: Google, INTAGE HOLDINGS Inc.
November 2, 2020
Research papers
Purpose in Asia
90% of people in Asia want brands to do something about the issues they care about. But what do they care about? And what exactly do they want brands to do? Let us tell you more.
Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Anne Rayner, Rebecca Southern, Vanessa Gibbon
Company: Kantar
November 2, 2020
Research papers
The evolution of product testing in the new digital world
This paper entails how CLTs can be adapted to today's needs by showcasing three case studies in the soft drinks category. We showcase how we used rapid prototyping to accelerate product development to shorten the time to market. Another case study...
Catalogue: Latin America 2020 - Insights Festival
Authors: Nikolai Reynolds, Anton Netkach, Anna Taranyan
Companies: IPSOS, PepsiCo
October 19, 2020
Research papers
Brands with purpose
Brand purpose, social trends: Consumer segmentation based on their needs, thoughts and values.
Catalogue: Latin America 2020 - Insights Festival
Authors: Ana SofÃa Hernández Laya, Itala Padilla Bahamonde
Companies: Procter & Gamble, Datum Internacional S.A.
October 19, 2020
Research papers
Biometric to optimise customer enagement
The consolidation of digital marketing, the appearance of neuromarketing and the evolution of marketing itself have been challenged to improve their strategies, optimise budgets and maximise the effectiveness of advertising campaigns and stimuli....
Catalogue: Latin America 2020 - Insights Festival
Authors: Francesca Castañeda Fassioli, Andrés Botero Cardona
Companies: Belcorp, Synapbox
October 19, 2020
Research papers
Monetising NPS to drive investments in CX
The volatility of the airline business, navigating oil prices, the environment, exchange rates, etc.makes CX investment decisions very challenging. Monetising NPS and creating a calculator to identify economic return enabled us to gain buy-in for...
Catalogue: Latin America 2020 - Insights Festival
Authors: André D'Abreu, Heitor Torres, Dana DiGregorio, Shane Baxendale
Companies: MESH Experience, LATAM Airlines Group
October 19, 2020
Research papers
