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Research papers

How social media is democratizing research

With over 25,000 firms and 3,000,000 professionals engaged in market research worldwide - in a world where Encyclopedia Britannica has been largely eclipsed by Wikipedia: how do we stay afloat? This paper will demonstrate how technology and society...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Sean Case
September 15, 2010
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Citation

Case, S. (2010a, September 15). How social media is democratizing research. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/how-social-media-is-democratizing-research


Research papers

Looking for the fire not the smoke

Maybe the biggest 'buzz' in marketing currently is buzz itself. While advances in social media have made it the hot topic, why do some marketing ideas ignite and spread whilst others fizzle out? Contagious ideas stand out because they produce a...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: David Penn
Company: Conquest
September 15, 2010
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Citation

Penn, D. (2010a, September 15). Looking for the fire not the smoke. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/looking-for-the-fire-not-the-smoke


Research papers

The collective brain

This paper defines the concept of 'the collective' and through a case study, illustrates the leading companies that are implementing it, highlights the implications to research firms and offers strategies for competing in this new landscape. The...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Rex Briggs
September 15, 2010
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Citation

Briggs, R. (2010a, September 15). The collective brain. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/the-collective-brain


Research papers

The myth of segmentation

Segmentation can be a very powerful tool for aiming marketing to special groups. But is it always the right thing to do? What are its limitations? What is its future? What, if anything, lies beyond segmentation? The aim of this paper is to challenge...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Jochum Stienstra
Company: Ferro Explore!
September 15, 2010
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Citation

Stienstra, J. (2010a, September 15). The myth of segmentation. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/the-myth-of-segmentation


Research papers

New market research

New technology and tools are changing the practice of qualitative market research practice. Powered by the advent of broadband connectivity, social software, digital media and wireless devices, the Social Media Age has given qualitative researchers...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Lee Ryan, Jennifer Picard, Tom Ewing
Company: KANTAR TNS Malaysia
September 15, 2010
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Citation

Ryan, Picard and Ewing (2010a, September 15). New market research. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/new-market-research


Research papers

The future of forecasting is here

At the 2002 ESOMAR Congress, a paper entitled The Future of Simulated Test Markets (by Joseph Willke, ACNielsen BASES) made predictions about what life would be like in 2010 and the implications for STM models. 2010 is here, and it is the perfect...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Lee Markowitz
Company: Ipsos MRBI
September 15, 2010
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Citation

Markowitz, L. (2010a, September 15). The future of forecasting is here. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/the-future-of-forecasting-is-here


Research papers

Welcome to the house of research

Dear research buyers: How much time do you spend on each project to write the brief, read proposals, pick a supplier and get them up to speed on your business issues? Don't know or don't even want to think about it? In the Weihenstephan Research...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Thomas Methner
Company: ISM GLOBAL DYNAMICS GmbH
September 15, 2010
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Citation

Methner, T. (2010a, September 15). Welcome to the house of research. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/welcome-to-the-house-of-research


Research papers

What the buzz?!!

Our industry has now eagerly embraced the term 'Brand Buzz' but is this really a new concept at all, or just a re-branding of traditional brand health measures? In this paper, the authors examine the notion of Brand Buzz to provide robustness around...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Annette Druce, Kristin Hickey
Company: Ruby Cha Cha
September 15, 2010
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Citation

Druce and Hickey (2010a, September 15). What the buzz?!!. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/what-the-buzz-


Research papers

Exploring the world of water

Danone undertook a rigorous scientific study of the use of water in daily life with an eye to identifying the perceived consumer benefits of water consumption in general. The study needed to demonstrate that water can bring real benefits to consumers...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Tom De Ruyck, Michel Rogeaux, Annelies Verhaeghe
Companies: InSites Consulting, Danone
September 15, 2010
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Citation

De Ruyck, Rogeaux and Verhaeghe (2010a, September 15). Exploring the world of water. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/exploring-the-world-of-water