Research management

463 results found

Sort by

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Beyond lifestyles, trends and drinks: How Pernod Ricard created new ways of developing online communities

Research Paper • Andrea Ascarrunz and Maria Alejandra Velandia, ESOMAR, Latin America, 2018

Pernod Ricard, a French company that produces distilled beverages, conducted research in Latin America to understand lifestyles, opinions, tastes and growing trends.

Redesigning a brand tracker: Helping LATAM Airlines soar to new heights

Research Paper • Marcello Garritano and Priscila Tavares, ESOMAR, Latin America, 2018

Explains how LATAM Airlines Brazil, a leading airline in Latin America, took a fresh approach to the way market research is conducted in the airline industry by redesigning a brand tracker and translating insights into actions.

How P&G is approaching the next tide of marketing research

Article • Stephen Whiteside, Event Reports, TMRE, October 2018

Procter & Gamble, the consumer goods giant, is evolving its approach to marketing research in a bid to more fully understand changing behavior.
Alexa, Order Heineken: How voice technology challenges brand and channel management

Research Paper • Dirk Huisman and Joris Huisman, ESOMAR, Congress, 2018

Voice technology, used in products such as Amazon’s Alexa, makes for a faster user experience and has potential to become a dominant mode of accessing the internet – but brands wishing to capitalise on it need to adapt their marketing models.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
In pursuit of happiness: How connected insights are driving a ‘single customer view’ and business excellence for Fabindia

Research Paper • Karan Kumar and Surabhi Talwar Sekhar , ESOMAR, APAC, 2018

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.
How to deliver consumer insight

Article • Merry Baskin, WARC Best Practice, September 2016, pp. 36-37

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.
Strategy Toolkit: Generating insight

Article • Strategy Toolkit, Strategy Toolkit

This article describes how agency strategists/planners gain and use insights - and what type of insight is useful when developing a marketing or communications strategy.