Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014
This event report shows how W.
Runa Gupta, Vartika Hali and Vishal Sampat, ESOMAR, Qualitative, November 2014
This paper describes the development of a sensory research method that used visually impaired people as research participants rather than costly sensory-trained panels, in the skincare category.
Martin Lee , ESOMAR, Qualitative, November 2014
This paper proposes that storytelling is, or should be, key to good market research, as this is how people make sense of the world - and come to care about how and why things are happening.
Low Lai Chow, Event Reports, Asia's Customer Festival, October 2014
This event report shows how Volkswagen, the car manufacturer, is using data to understand customers, serve them better and increase loyalty.
Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014
This event report reveals how British Airways, the air carrier, discovered a revenue-generating opportunity through the intelligent use of analytics - winning a Grand Prix for the Jay Chiat Awards for Strategic Excellence as a result.
Suzzane Zhang, Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how Bailey's, the alcohol drink, targeted Chinese women by focussing on special female friendships and their importance to women.
Ronnie Thomas and John Gamvros , Warc Prize for Asian Strategy, Entrant, 2014
This case study demonstrates how Closeup, the Unilever-owned toothpaste brand, used gamification and occasion marketing to reach young people in India and Indonesia.
Chandrasekar Radhakrishnan, Warc Prize for Asian Strategy, Entrant, 2014
This case study describes the launch of coffee variant Nescafe Sunrise Strong in Andhra Pradesh, a region of India, which picked up on changing marriage dynamics and growing female strength.
Tanawat Chomtong , Warc Prize for Asian Strategy, Entrant, 2014
This case study explains how Smirnoff, the vodka brand, introduced itself to a new generation of drinkers by igniting a conversation about young people's unspoken desires and rising aspirations in Thailand.