Advertising best practice, evidence and insights

How to demonstrate the value of investing in customer insight

Article • Joaquim Bretcha, WARC Webinars, June 2019

Discusses key differentiators, as well as key commonalities, in facilitating an optimal insights function.

Philip Morris: Building Best in Class Insights Capabilities – From “strategic insights partner” to “source of competitive advantage”

Research Paper • Tony Li and Aruni Ghosh, ESOMAR, Asia Pacific, 2019

Phillip Morris International, a cigarette and tobacco manufacturing company, shares its journey towards making the continuous integration (CI) function a source of competitive advantage, the steps it undertook, and its impact.

Implementing automation in LATAM: Learning from PepsiCo

Research Paper • Gabriel Velez and Fabio Paiva, ESOMAR, Latin America, 2019

Details how PepsiCo, a food, snack, and beverage corporation, changed the dynamic of how research is framed, analysed and applied through a partnership with market researcher Zappi.

Looking inside the Digi-Qual Toolbox: Tips and tricks to leverage the digital qualitative revolution

Research Paper • Garnette Weber, Cláudia Mota and Dalila Antonacachi, ESOMAR, Latin America, 2019

There are many options available for time-pressured people looking to adopt or expand their use of digital qualitative research and automation of processes in Latin America.

Building a pet-friendly omnichannel marketplace: Leapfrogging mass retail through Design Thinking

Research Paper • Adrian Kohan and Eduardo San Pietro, ESOMAR, Latin America, 2019

Royal Canin, a super-premium pet food brand, used the Design Thinking approach to re-shape Chile's pet food market.

Viewpoint: Making market research work in Saudi Arabia

Article • Thomas Aichner and Abdel Monim Shaltoni, International Journal of Market Research, Vol. 61, No. 1, 2019, pp. 10-11

Market research in the Kingdom of Saudi Arabia (KSA) is becoming increasingly important for mainly two reasons.

PepsiCo turns to “augmented intelligence” to digitize insights

Article • Reed Karaim, Event Reports, TMRE, October 2018

PepsiCo, the food and beverage giant, has built an augmented-intelligence platform that it hopes will deliver numerous benefits to its business.

Wayfair gets “scrappy” about research

Article • Reed Karaim, Event Reports, TMRE, October 2018

Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

L'Oréal offers a new regimen for next-generation strategists

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2018

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Formula One Research Portal

Article • MRS Awards, Finalist, MRS/AURA Award for Insight Management, 2018

Formula One (F1), an international form of racing, launched a portal globally, which integrates data from all of F1’s research partners into one portal without compromising their quality – speeding up insights delivery and adapting to changing needs.

Formula One: Pushing the Limits

Article • MRS Awards, Finalist, MRS Award for International Research, 2018

Formula One (F1), an international form of racing, became the fastest growing global sports social media platform as TV audiences increased by 6% across key global markets.

Profiting: The Prophecy for Qualitative/Quantitative Fusion

Research Paper • Omnia Holland and Danielle Holland, ESOMAR, Fusion, 2018

Omnicom, a boutique research firm in Australia, combined qualitative and quantitative research methods in the hair and beauty industry to streamline the research process.

Human Plus Digital Equals Agile and Accurate: How holistic communities can provide depth, rigour and quality to impatient stakeholders

Research Paper • Philip Morrison and Alex Johnston, ESOMAR, Fusion, 2018

The Distilleries, an insights company, and research firm Jigsaw, discuss taking a holistic approach to online communities in the UK and developing a mindset that focuses on the client end-game, rather than any fixed methodology.

The Good Old Qual Comes to Rescue Your Digital Spend: Qualitative fusion caters to communication development challenges of changing times

Research Paper • Arfa Syed and Tooba Kamil, ESOMAR, Fusion, 2018

Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.

Pan-European Crowd-Sourcing Puts Innovation Back at the Heart of Europe’s #1 Workplace Water and Coffee Provider

Research Paper • Guy White and Jean-Marc Bollinger, ESOMAR, Fusion, 2018

Eden Springs, a water cooler and Office Coffee Machine Supplier, launched employee crowds across Europe to test innovation pilots to bring innovation back into the category.

Capital One seeks to democratize research with crowd-sourced program

Article • Reed Karaim, Event Reports, TMRE, October 2018

Capital One, the financial services provider, has aimed to empower its entire organization to become more involved in the research process.

Insight Automation: Democracy, Ethics and Efficiency: A ‘how to’ guide to ensure every research dollar is well spent

Article • Jamie Rayner and Elizabeth Morgan, ESOMAR, Congress, 2018

Imperial Brands, a Tobacco company, used insights automation to pave the way for the efficient democratisation of insights globally, to create a strategic role for market research within its corporation.

Reconciling contradicting facts by instituting a “hierarchy of truth” to bust myths

Research Paper • Pavi Gupta, Mick Hedberg, Vittorio Raimondi and David Exelby, ESOMAR, Congress, 2018

Johnson & Johnson Vision, an optical arm of the pharmaceutical company, leveraged data and intuition by applying control systems, engineering techniques and deep qualitative insights in its global Vision Care franchise.

Look Who’s Talking: How consumer insight is transforming development culture at Babbel

Research Paper • Serena Li and Christoph Welter, ESOMAR, Congress, 2018

Babbel, the language learning app, conducted research in Germany to create a spark that propelled the company forward to engage internal stakeholders in novel ways, and achieve impact as well as a culture change.

The Small Enterprise Blueprint: How research for a Small Enterprise transformed the lives of police officers and the role of researchers

Research Paper • Alex Holmes, Alex Wilman and Ben Grainger, ESOMAR, Congress, 2018

Metfriendly, a financial institution, increased its new business and membership in the UK by using insights to build a new communications strategy with potential members.

Zillow builds out its consumer-insight ambitions

Article • Mary Connors, Event Reports, TMRE in focus, May 2018

Zillow, the online real-estate database, has made significant strides in developing its consumer insights operations.

Motivations for and outcomes of participating in research online communities

Research Paper • Juyoung Bang, Seounmi Youn, James Rowean, Michael Jennings and Manila Austin, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 238-256

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

IoT and market research: A disruptive opportunity for Latin America

Research Paper • Esteban Angel, Javier Cartagena, Jorge Andrés Méndez, Ricardo Velasquez, Maria Alejandra León, ESOMAR, Latin America, 2018

Synapsis, a market research company in Colombia, introduced the use of the Internet of Things (IoT) in its market analyses and partnered with a B2B business to create a quote simulator.

Beyond numbers: How Colgate-Palmolive used CRM to help identify key in-store touchpoints

Research Paper • Christian Abramson, ESOMAR, Latin America, 2018

Colgate-Palmolive Company, a consumer products company, used customer relationship management (CRM) to identify strategic in-store touchpoints in Brazil.

Unilever Argentina: The Thermometer - Understanding people to inspire and provoke, transforming a crisis into an opportunity

Research Paper • Agustina Suner and Daniela Gail, ESOMAR, Latin America, 2018

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

Research management