Barry Jennings, ESOMAR, Fusion, 2019
Microsoft, the technology company, created new insights off of 'data exhaust' and used new tools and technologies to turn that data into useful information, leveraging traditional qualitative and quantitative tools to enhance new data and give it richer meaning and context.
Indian businesses are more often seen tapping the popularity of cricketers than taking marketing lessons from them, but a top Aditya Birla executive believes they can learn from how top players approach the game.
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.
MRS Awards, Finalist, MRS Award for Healthcare Research, 2018
Sanofi Pasteur, the vaccines division of the global pharmaceutical company Sanofi, wanted to find a customer-focused positioning that would work across many markets and customer types, helping it to better connect with customers.
Radhecka Roy and Sunita Venkataraman, ESOMAR, Fusion, 2018
Intel, a technology company, and Ipsos, a global market research firm, set up a pilot in the US to build an ongoing framework for instant insights that can aid different stakeholders in exploring rapid activation with micro-targets.
Chayanne Meers and Suzanne Mulier, ESOMAR, Fusion, 2018
Alpro, a plant-based products brand, used deep-dive social analysis to identify consumer trends around plant-based products – allowing them to promote versatile and creative uses for its product ranges in Belgium.
Holly Rozelle, ESOMAR, Congress, 2018
Nature’s Way, a vitamins and supplements brand, transformed itself from not leveraging data at all to becoming dependent on data, insights and the Marketing Capabilities function, which has resulted in growth for its products in the US.
Procter & Gamble, the FMCG giant, is using an “eyes on the consumer, hands on the keyboard” approach to understanding its target audience, meaning it can tap into a wide variety of research techniques for this purpose.
Strategic thinking is getting flabbier and flowerier by the minute, with fluffy language that is highly evocative, imaginative and inspirational but, says Gareth Kay, is devoid of the brutal rigour needed to create a robust foundation on which to build a brand or business.
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.