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Research papers

Focus on the flow of enthusiasm

Superpromoters are clients who share their enthusiasm about particular products, brands and companies and influence other people by doing so. The theory urges companies to focus more on the enthusiasm of these customers. In 2011, Blauw conducted a...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Rijn Vogelaar, Arne van de Wijdeven
Companies: Philips International, Blauw Research
September 13, 2012
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Citation

Vogelaar and van de Wijdeven (2012a, September 13). Focus on the flow of enthusiasm. ANA - ESOMAR. Retrieved April 23, 2026, from


https://ana.esomar.org/documents/focus-on-the-flow-of-enthusiasm


Research papers

Research without borders

Our role is to shape decision-making. In large multinationals, the global structure of the marketing organization largely determines whom we get to influence. Evolving structures further complicate or limit our role. However, the researcher is...

Catalogue: Congress 2012: Accelerating Excellence
Authors: C. Frederic John, Liz Moore, Anna Mariano
Companies: MasterCard, Chrysalis Partners
September 13, 2012
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Citation

John, Moore and Mariano (2012a, September 13). Research without borders. ANA - ESOMAR. Retrieved April 23, 2026, from


https://ana.esomar.org/documents/research-without-borders


Research papers

The history of men's underwear

When you got up this morning did you really think about what specific pair of underwear you put on? Sure, now I am asking you can think of good pragmatic reasons. But have you really thought about why the underwear in your drawer got there. Marketers...

Catalogue: Congress 2012: Accelerating Excellence
Author: Dave McCaughan
September 13, 2012
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Citation

McCaughan, D. (2012a, September 13). The history of men's underwear. ANA - ESOMAR. Retrieved April 23, 2026, from


https://ana.esomar.org/documents/the-history-of-men-s-underwear


Research papers

Designing the club of tomorrow

The global design project of Heineken, 'Open Design Explorations Edition 1: The Club' invited talented emerging designers from around the world to co-create the club of tomorrow. A three-week Market Research Online Community (MROC) with 120...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Filip De Boeck, Henk Eising, Caroline Van Hoff, Tom De Ruyck
Companies: InSites Consulting, Heineken
September 13, 2012
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Citation

De Boeck, Eising, Van Hoff and De Ruyck (2012a, September 13). Designing the club of tomorrow. ANA - ESOMAR. Retrieved April 23, 2026, from


https://ana.esomar.org/documents/designing-the-club-of-tomorrow


Research papers

From the bottom of the heart!

Homo sapiens' first attempts at passing information through time took the form of paintings. In India emotions speak louder than words. Words hold less meaning in such a culture and fewer ideas can be communicated or elicited through them alone. If...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Jaisy Desai, Akash Sahu, Michael Sack
Company: Ipsos MRBI
September 13, 2012
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Citation

Desai, Sahu and Sack (2012a, September 13). From the bottom of the heart!. ANA - ESOMAR. Retrieved April 23, 2026, from


https://ana.esomar.org/documents/from-the-bottom-of-the-heart-


Research papers

Mergers in a changing market research world

Most of us will experience a merger or acquisition at some point in our careers, but many fail to produce the hoped-for benefits. Studies indicate that over half of public acquisitions end up reducing the value of the companies involved. Mergers are...

Catalogue: Congress 2012: Accelerating Excellence
Author: Michael Mitrano
Company: Transition Strategies Corporation
September 13, 2012
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Citation

Mitrano, M. (2012a, September 13). Mergers in a changing market research world. ANA - ESOMAR. Retrieved April 23, 2026, from


https://ana.esomar.org/documents/mergers-in-a-changing-market-research-world


Research papers

Money talks

This presentation illustrates how storytelling can unlock more transformational insight in an industry characterized by inflexibility, complexity and challenging relationships between brands and consumers and elevate beyond the very rational, logical...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Esther Garland, Riki Neill, Henrietta De Souza
Company: Face
September 13, 2012
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Citation

Garland, Neill and De Souza (2012a, September 13). Money talks. ANA - ESOMAR. Retrieved April 23, 2026, from


https://ana.esomar.org/documents/money-talks


Research papers

What's a nice insight like you doing in a concept like this?

Great consumer insights can inspire powerful product ideas, which in turn should be transformed into winning concepts. And yet, as marketers increase their expertise at uncovering insights and truly understanding their consumers' needs, there is a...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Lee Markowitz, Barbara Garau, Lourdes Alvarez-Chavarria
Company: Ipsos MRBI
September 13, 2012
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Citation

Markowitz, Garau and Alvarez-Chavarria (2012a, September 13). What's a nice insight like you doing in a concept like this?. ANA - ESOMAR. Retrieved April 23, 2026, from


https://ana.esomar.org/documents/what-s-a-nice-insight-like-you-doing-in-a-concept-like-this-


Research papers

Creators in their own 'write'

In 2011, Meredith Corporation wanted to invigorate and transform The Ladies' Home Journal to reach a younger and broader audience. They came up with an innovative idea: allow readers to produce the majority of its articles. Meredith turned to their...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Britta C. Ware, Manila Austin
Company: Communispace Corporation
September 13, 2012
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Citation

Ware and Austin (2012a, September 13). Creators in their own 'write'. ANA - ESOMAR. Retrieved April 23, 2026, from


https://ana.esomar.org/documents/creators-in-their-own-write-