The contribution of insights and how it can increase profitable brand growth
By John Kearon, Chief Juicer at BrainJuicer PLC
This article summarises the key findings of the Future-of-Insights study by the World Federation of Advertisers [WFA] and their insights partner BrainJuicer, who assess the current contribution of insights and identify what new roles, methodologies and thinking could improve that contribution.
How effective research helped PayPal to redefine its brand and strategic vision to make the movement and management of money better for people worldwide.
This article summarises the presentation that won the 2016 ESOMAR Effectiveness Award
By Dr Bob Cook, head of Innovation and Inspiration at Firefish based and Daniel Jenkinson head of strategic planning and insights, EMEA, PayPal.
Inspiring transformation at Unilever CMI in a Volatile, Uncertain, Complex and Ambiguous World
By Selin Cetinelli, Unilever Consumer and Market Insight Director, NAMETRUB (North Africa, Middle East, Turkey, Russia, Ukraine, and Belarus).
In an increasingly fast-paced environment with big data pouring in from all directions, using the word “tough” to describe the volatility, uncertainty, complexity and ambiguity of business context nowadays is probably an understatement. We are now faced with principles such as perseverance and well-being as necessities in order to survive this VUCA world. So what does that mean for organisations and more importantly for functions like market research or consumer insight departments in how they operate and how they manage research? This article focuses on how Unilever has managed to balance this with its consumer-centricity and “insights engine”.