Leading Thoughts

Leading Thoughts are a series of articles designed to highlight hot FMCG industry topics, written and researched by our international team of experts at TNS Consumer.

Leading Thoughts

Are you digitally awake to Asia? BERNICE KLAASSEN, Head of Interactive for Singapore and Hong Kong &LEE RYAN, Regional Qualitative Director for ALM look at how Western organisations seeking a future in Asia need to find the right approach to research if they want to get off first base. PDF (3.37 mb)
Are you frightened of failure? DAVID SOULSBY is the Global Head of Product Development and Innovation at TNS. He has 25 years’ experience of working on over 250 new product launches – and filtered out many more ideas which thankfully never made it to the supermarket shelves. PDF (0.76 mb)
Consumption or exploitation? ARNAUD FRADE is a Regional Director with TNS, based in Singapore, helping companies resolve marketing issues in developing markets and grow their knowledge of consumer research across a wide spectrum of markets. PDF (0.37 mb)
Familiar with discordant harmonies? Emerging Asian markets continue to dazzle big global brands. As POONAM KUMAR points out, success has always been difficult in Asia and will depend on how well marketers understand the often contradictory motivations and ambitions of consumers. PDF (1.05 mb)
How effective is your PoS? BARRY LEMMON, shows that, when it comes to addressing the same old problem of influencing the purchasing decision where it really matters, retailers do have some useful measures at their disposal. PDF (2.18 mb)
Time to sharpen our shopper insights TOM RUBEL is Global Director of TNS Retail and Shopper Insights, based in Columbus, Ohio, USA. He specialises in helping companies change themselves in response to or in anticipation of market change. PDF (0.33 mb)
What is a real recession response? As brands struggle to come to terms with a recession like no other, ROZ CALDER rejects the generic knee-jerk reaction on price and product and calls for a return to the essence of marketing: understanding and meeting consumers’ real emotive needs. PDF (1.01 mb)
Who’s really calling the shots? LESLEY VAN DER WALT heads up the TNS Brand Equity Centre in Cape Town, South Africa. Her passion is understanding how people‘s relationships with brands and products influence their purchase and usage behaviour. PDF (1.22 mb)

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