The ESOMAR researcher paper archive is now open!
Members can sign in now for free access to the ESOMAR research paper archive
|Author(s): Yvan Goupil, Jonathan Gable
Collection: CEE research Forum 2012 - Global fuel for local boost!
Keywords: Concept Testing, Crowdsourcing, Innovation
Members: EUR 0.00
The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This paper demonstrates the merits of using the natural human powers of observation and prediction in a ‘We Research’ approach to concept screening and Predictive Markets. At the critical concept screening stage of their innovation process, SABMiller Europe was able to efficiently test a large number of concepts across multiple markets using a common methodology