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Research papers
Design empowered innovation
How marketing organisations can innovate better by enriching traditional expertise with tools from the world of design will be reviewed in this presentation. By focusing on individuals, moments and journeys in ethnography, insights become deeper. By...
Catalogue: Congress 2011: Impact
Authors: Ben Wood, David Stocks, Mark Whiting
Company: Added Value
September 18, 2011
Research papers
Mobile= location= effect
This paper reports on two studies researching the effect of mobile location-based ads to perceived intrusiveness of those ads. For the reported studies, shoppers received an ad on a smartphone in a simulated 3D supermarket (projected in four...
Catalogue: Congress 2011: Impact
Authors: Marnix van Gisbergen, Arief E. Hühn, Paul E. Ketelaar, Vassilis-Javed Khan, Koos Nuijten
September 18, 2011
Research papers
Re-defining marketing measurement
The paper describes how superior modelling processes have developed in order to keep pace with, understand and measure the plethora of consumer touchpoints now used by marketers both online and offline. Further, it looks at the entire customer...
Catalogue: Congress 2011: Impact
Author: Hilary Perkins
September 18, 2011
Research papers
Research getting a C-Suite seat
This paper reviews the Life Rhythm Knowledge Center case and demonstrates the approach used to build a knowledge center for Vodafone. The way research is to become more impactful is by building knowledge, not through single research projects or...
Catalogue: Congress 2011: Impact
Authors: Philip De Wulf, Nord van de Mosselaer
Company: Vodafone Group
September 18, 2011
Research papers
From brilliant to actionable
This paper will describe the collaboration between Hershey's and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical...
Catalogue: Congress 2011: Impact
Authors: Mark Garratt, Rafael Alcaraz, Steve Cohen
Company: In4mation insights
September 18, 2011
Research papers
Translating the language of consumers into global fundraising efforts
This paper describes UNICEF's adoption of a global, cross-category trends framework, and the organization's on-going usage of trends in idea generation. It reviews how and why UNICEF identified a need to track consumer trends, as well as highlights...
Catalogue: Congress 2011: Impact
Authors: Nick Chiarelli, Sotta Long
September 18, 2011
Case studies
I hadn't really thought about that!â
Ethical behaviour can have very positive impacts on corporate performance, resulting in higher employee motivation and involvement, lower staff turnover and a better bottom line. This presentation reviews a pioneering case study of how Unilever built...
Catalogue: Congress 2011: Impact
Authors: Agnes Nairn, Marie-Agnes Beetschen
Company: Unilever
September 18, 2011
Research papers
