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Research papers
Finding gold in the desert
In Latin America, many traditional firms still envision and reach consumers from emergent populations as if they were newcomers to the traditional middle class. Nonetheless, our research on lifestyle segmentation, in Peru and later in Mexico, Chile,...
Catalogue: Congress 2013: Think Big
Authors: Percy Vigil Vidal, Rolando Arellano Bahamonde
Company: Arellano Investigación de Marketing
September 26, 2013
Research papers
A new MR mix for the new age information ecosystem
This session presents a compelling case for reinventing market research content to be in tune with a world where consumers are constantly expressing their preferences and opinions through a myriad ways where marketers are capturing so much of...
Catalogue: Congress 2013: Think Big
Authors: Radhecka Roy, Sunita Venkataraman
Company: KANTAR TNS Malaysia
September 26, 2013
Research papers
How research can help build a successful CSR campaign
This presentation shows the case study of one of the most significant CSR campaigns in Poland regarding responsible drinking among young people. The campaign was initiated by the ?ywiec Group and was accompanied by a research project.In the first...
Catalogue: Congress 2013: Think Big
Authors: Dominika Maison, Jarosaw Herrmann
September 26, 2013
Research papers
Standardising touchpoint analysis
Today, an increasing number of touch points compete for a fixed amount of consumer attention. Finding the right media mix is therefore crucial, all the more so in rapidly growing China. However, for many multinationals, the promise of Chinese riches...
Catalogue: Congress 2013: Think Big
Authors: Tang Ruihong, Caroline Ji
September 26, 2013
Research papers
Measuring up
Itâs been said that goldfish have an attention span of only a few seconds and that human beings are swiftly swimming down the same path. For market researchers, this trend must be addressed from multiple angles in order to continue garnering...
Catalogue: Congress 2013: Think Big
Authors: Aaron Jue, Kristin Luck
Company: Decipher, Inc.
September 26, 2013
Research papers
Unlocking success with digital shoppers
Nielsenâs survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase. This research views the path to purchase from the...
Catalogue: Congress 2013: Think Big
Authors: Jeanne Danubio, Nikhil Sharma
Company: Nielsen
September 26, 2013
Research papers
Speaking the language of research
As globalisation continues and borders become blurred, clients and researchers alike are increasingly conducting cross-cultural studies to understand the similarities and differences that exist between us. But as the global economy is slow to...
Catalogue: Congress 2013: Think Big
Author: Nikki Lavoie
Company: Sky Consulting
September 26, 2013
Research papers
How does your cappuccino feel?
This is a joint supplier/client case history which will discuss methodology and results, review the value of the research in terms of what it contributed to the Mane Flavour Company business and demonstrate how the data was used in contributing to...
Catalogue: Congress 2013: Think Big
Authors: Dominique Delfaud, John S. Pawle
Company: QRi Consulting Ltd.
September 26, 2013
Research papers
