ACNielsen India has bagged the prestigious nominations for best written papers at ESOMAR’s Asia Pacific conference. The conference, which has attracted over 150 participants from 38 countries, has received paper submissions across the Asia Pacific region.
One of the papers that has received nomination is ‘Tomorrow is a new consumer! Who is the future Asian consumer’ by Sangeeta Gupta (ACNielsen ORG-MARG, India) and Smita Bhosale’s (Hindustan Lever India). The paper talks about how the world is looking at Asia today as it moves rapidly towards becoming not only the world’s largest producer but also the largest consumer. Marketers and policy makers everywhere are interested to know how to exploit this rapid transition.
The paper provides a macro perspective on the environmental changes occurring in Asia today, and then more closely examines consumers with selected insights about youth and women, ending with a discussion on how marketers can devise strategies to deal with this exciting new opportunity.
The second paper to be nominated is ‘Undercover on the World Wide Web, Leveraging the power of the virtual ethnography’ by Anjali Puri and N S Muthukumaran of ACNielsen ORG-MARG India and Ruchika Gupta (Nokia India Ltd). The paper focuses on how the potential of the web as the object of study has remained underexploited in market research. As a rich source of data on people’s lives, interactions and opinions, the web offers tremendous possibilities in the years to come.
This paper illustrates the promise of this method through two ‘webnographic’ case studies – one among youth, examining the interests, attitudes and needs of this segment as expressed in online forums; and the second focuses on feedback on a range of models launched by Nokia.