|Author(s): Kalyan Karmakar, Prakash Dadlani, Ira Jhangiani
Collection: Asia Pacific 2011 - Increasing value through simplicity
Keywords: Market Research Online Communities (MROC), Co-Creation /Open Source Innovation
ESOMAR Best Paper Award 2010/2011
|PDF version (download)|
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What do you do if you are a leader who wakes up one day and sees that the world has changed? Brick and mortar brands across developing markets are waking up to this reality. Some are falling by the way while others reinvent themselves. This paper looks at how market research can be used to tap the online world to help clients understand the emerging digital medium, discovering insights based on the digital idiom that help clients speak to consumers in their own language.