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Research papers
Crossing the knowledge and corporate boundaries to systematize invention and innovation
The process of corporate innovation is often left to outside consultants and internal/external teams specializing in the invention process. Market researchers are all too often neglected in this process, even though the newly emerging tools of...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Jeffrey Ewald, Jacqueline Beckley, Charles E. Cleveland, Teri Curran Mascuch, Howard R. Moskowitz, Laurent Florès
Company: Moskowitz Jacobs Inc.
September 22, 2002
Research papers
Marketing research in complexity
Complexity, in the past decade, found itself a seemingly large research area in bio-sciences (genetics, artificial life), physics, engineering, mathematics, computer sciences, economics and even in social sciences and politics. The mathematical tools...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Akin Alyanak, Erkani Keyman
September 22, 2002
Research papers
Living with risk
Risk-taking is central to modern business, and the source of energy which drives wealth creation. Understanding and predicting risk therefore places market research squarely in the boardroom, instead of tinkering on the sidelines. The results of...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Peter Cooper, Thomas A.W. Miller
Company: QRi Consulting Ltd.
September 22, 2002
Research papers
A brand with boundless energy
This paper provides a case study illustrating how brand equity research contributes to AT&T's global Brand Asset Management Group's charter of promoting, protecting and profiting from the AT&T brand around the globe. The authors share Insights from...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Michael Malinoski, Randy Zeese
September 22, 2002
Research papers
Driving brand management through effective brand equity measurement
This paper describes aspects of successful brand management supported through Marketing Research. Branding issues from the global strategic perspective of a leading manufacturer of adhesive products for the professional market are addressed. Case...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Werner Hoffmann-Wiebe, Stefan Binner
Company: bms marketing research + strategy
September 22, 2002
Research papers
Discovering unanswered consumer needs
Improving or refining current products is not good enough to sustain or improve competitive advantage. Products, markets and categories are changing fast and consumers' (buying) behaviour is very difficult to predict. However, to make real progress...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Mark Friedl
September 22, 2002
Research papers
Why we have to change the language of market research
Market research is caught in a historic language trap. Our perceived discourse is 'scientific' and 'rational', at a time when clients are looking for 'insight' and 'creativity'. We will not finally shed our image until we break our codes, change our...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Monty Alexander, Virginia Valentine
September 22, 2002
Research papers
Evaluation of the financial value of brands
This paper points out the problems of currently existing approaches for the evaluation of the financial value of brands. On the basis of these findings a new brand evaluation approach is introduced. By the consideration of all relevant facets of a...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Henrik Sattler, Siegfried Högl
Company: GfK
September 22, 2002
Research papers
