Summary
This paper argues that India is an untapped market for the creation of innovative, belief-based brands and that researchers are well-placed to help Indian marketers see these opportunities. Areas of particular growth potential are discussed, including targeting older consumers with disposable income and middle-aged men who are the first of their generation in India to be experiencing mid-life crises. It also identifies respect as a value that brands can pander to in a nation where individualism is growing. Market research agencies can assist marketers in developing these opportunities by providing knowledge management and segmentation data, as well as insights into demographic shifts and product consumption.

Summary
Among various methodologies for demand forecasting of new products, the random-coefficient discrete-choice model using stated preference data is considered to be effective because it reflects heterogeneity in consumer preference and enables the design of experiments in the absence of revealed-preference data. Based on estimates drawn from consumer preference data by structural hierarchical Bayesian logit models, this study develops the overall, strategic, demand-side management for new products by combining market share simulation and a rigorous clustering methodology, the Gaussian mixture model. It then applies the process to the empirical case of electronic payment instruments.

Summary
This study investigates the choice of consumer research methods in the fuzzy front end (FFE) of the new product development (NPD) process. First, it delivers an up-to-date overview of currently available consumer research methods for use in the FFE of NPD. Second, using an online questionnaire, we obtain insights into the use of these consumer research methods by B-to-C companies based in the Netherlands (N = 88, including many major multinational companies). Third, these companies provided the major reasons for choosing these methods, and specified the types of consumer information that they aim to gather using these methods. Finally, we investigate the influence of company size, type of products developed (durable/non-durable) and product newness on the use of these methods. Based on these findings, we build a contingency framework that helps companies to improve their choice of consumer research methods in the FFE, where consumer insights are most important for new product success.

Summary
With innovation, research concepts are often explored in research environments where real world context and time to think are in short supply. This creates a situation where logic and reason can have an unrealistic share of voice when ideas are being explored and evaluated. In 2009-2010, BT, the telecoms company, sought to understand how best to position its innovative (for the UK market) fibre optic broadband product. The desire was to get beyond the product facts of headline speed and connection reliability, and to really understand the human impact of supercharged internet connectivity. Using a future-facing global study and a video-enabled blog community, the research managed to use context to answer the brief, galvanise the client and inspire a successful TV ad.

Summary
In India, qualitative research in under threat from two angles: clients who are demanding quick, concise and digestible research information for their decision-making; and time-poor respondents who have a limited capacity for introspection and sharing. Despite these pressures, qualitative research continues to be a long conversation with an impatient respondent,that produces a verbose report. This paper calls for Qualitative 2.0 (beta), an approach that includes shortened discussion groups, an end to the generic funnel approach, with research conducted with consumers in a manner akin to speed dating, among other changes. This paper is viewed in the context of work done with L'Oréal, the global beauty company.

Summary
This paper describes how traditional qualitative research was tailored to make target group insights directly actionable for Nutricia, the Danone-owned advanced medical nutrition company. It also demonstrates how this research further allowed a cross-functional team of global and local managers, a creative agency and market researchers to work together on the launch of a successful communication campaign.

Summary
The Creation Center is the creative think tank at Deutsche Telekom, the telco, that works as an in-house agency-like division. Qualitative research at the Creation Center is adding long-term strategic value through creating insight-based future scenarios and ideas for new product and service concepts. These scenarios allow the decision makers to build their product roadmaps based on a normative scenario and enables them to adapt their strategy quickly in case of changing circumstances. The Creation Center shows how qualitative research contributes high-value strategic value for a company that has to make continous, multiple decisions on infrastructure investments, strategic partnering and standardisation.

Summary
This paper argues that qualitative research can make a bigger impact on business by crossing three boundaries. First, qualitative researchers should come forward as consultants before and after a research project. Second, they should embrace and enrich quantitative research. And third, consumers should be allowed to take over part of the research process. The process is illustrated with a client case study of services provided for the airlines Air France and KLM.

Summary
This paper demonstrates an evolved approach to capturing and understanding consumer behaviour that utilises mobile and online tools in one project stream. A meta-cognitive approach to self-ethnography that involves training participants to be more self-aware within tasks can result in richer behaviourial data capture and insights that can provide powerful catalysts for the design process. In doing so, self-aware documentation can be as powerful a research approach as in-situ observation. How this methodology is currently being incorporated into the concept development research process of Nokia, the mobile handset maker, is illustrated, and demonstrates how it can produce agile, efficient data capture and analysis for user experience development.

Summary
This paper, from a team at Ipsos Marketing USA, argues that marketers are increasing their expertise at uncovering great consumer insights and truly understanding consumers' needs, but are failing to translate those insights into winning concepts and successful products. They contend that marketers need to ensure that the initial general insights gained are translated into product insights before being evaluated as part of concept screening and that insights should be measured throughout the development process.