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Research papers

Hunting B2B technology innovations

Developing innovative applications for existing data sources and techniques is the hallmark of good research organizations. Researchers and strategists optimize their investment in data and methodological expertise when they effectively repurpose...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: R. Scott Evans, Anne P. Bartlett
September 19, 2004
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Citation

Evans and Bartlett (2004a, September 19). Hunting B2B technology innovations. ANA - ESOMAR. Retrieved June 09, 2026, from


https://ana.esomar.org/documents/hunting-b2b-technology-innovations


Research papers

Leapfrogging market research into consultancy

The paper demonstrates how to approach a strategic business issue, analyze it in its entire business context and develop productive solutions.In order to solve certain business issues, one must use a mix of tools and analyses from other disciplines...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Sonali Desai, Travyn Rhall
September 19, 2004
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Citation

Desai and Rhall (2004a, September 19). Leapfrogging market research into consultancy. ANA - ESOMAR. Retrieved June 09, 2026, from


https://ana.esomar.org/documents/leapfrogging-market-research-into-consultancy


Research papers

The MR revolution to come!

Today, due to changes in client needs, the research (MR) industry is facing some severe challenges. Client needs are becoming more sophisticated and unclear, which is causing uncertainty in the research objectives, design and process.This requires...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Selim Oktar, Nazli Yuksel
September 19, 2004
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Citation

Oktar and Yuksel (2004a, September 19). The MR revolution to come!. ANA - ESOMAR. Retrieved June 09, 2026, from


https://ana.esomar.org/documents/the-mr-revolution-to-come-


Research papers

Strategies for growth

As an industry, market research is well placed to meet one of the most pressing needs of the modern company's CEO - understanding how to grow the business.To do this, however, requires a different approach to using consumer data. This paper examines...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: John Madell
September 19, 2004
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Citation

Madell, J. (2004a, September 19). Strategies for growth. ANA - ESOMAR. Retrieved June 09, 2026, from


https://ana.esomar.org/documents/strategies-for-growth


Research papers

In retrospect... Lessons learned

This paper provides the first results of a study aimed at identifying and quantifying if and how market research is adding value to the business process and to the bottom line.By now the study has become an ongoing process to identify how market...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Dirk Huisman
September 19, 2004
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Citation

Huisman, D. (2004a, September 19). In retrospect... Lessons learned. ANA - ESOMAR. Retrieved June 09, 2026, from


https://ana.esomar.org/documents/in-retrospect-lessons-learned


Research papers

Consolidating the role of market research in business decision by extending our skill set into business consultancy

This paper argues that much of the frustration with market research output centres on a failure to extend our skill set into business consultancy and thereby improve our ability to enhance the quality of information-based decision-making.By extending...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: David Smith
September 19, 2004
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Citation

Smith, D. (2004a, September 19). Consolidating the role of market research in business decision by extending our skill set into business consultancy. ANA - ESOMAR. Retrieved June 09, 2026, from


https://ana.esomar.org/documents/consolidating-the-role-of-market-research-in-business-decision-by-extending-our-skill-set-into-business-consultancy


Research papers

Driving automotive sales: Audience medium valuation (AMV)

This paper describes an innovative audience assessment approach that integrates attitudinal and behavioral data as developed by Brand Keys, Inc. and Rainbow Media. The AMV Model provides a new, highly effective metric with which media planners, brand...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Robert Passikoff, Charlene Weisler
September 19, 2004
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Citation

Passikoff and Weisler (2004a, September 19). Driving automotive sales: Audience medium valuation (AMV). ANA - ESOMAR. Retrieved June 09, 2026, from


https://ana.esomar.org/documents/driving-automotive-sales-audience-medium-valuation-amv-


Research papers

The ROI imperative

There are no 'silver bullets' in ROI measurement. ROI success and increased client value are most consistently the products of focused client engagement in the ROI process than application of any specific ROI tools or methods.New findings from 135...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Bart Moore, Dee Allsop
September 19, 2004
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Citation

Moore and Allsop (2004a, September 19). The ROI imperative. ANA - ESOMAR. Retrieved June 09, 2026, from


https://ana.esomar.org/documents/the-roi-imperative


Research papers

Perceptions of research in Latin America

We are facing a scenario in transition, in Latin America.What is becoming more important in our activity? What is becoming irrelevant? What is expected from market research? Are we fulfilling the current needs of the clients? In what direction is the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Ney Luiz Silva, Nelsom Marangoni
September 19, 2004
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Citation

Silva and Marangoni (2004a, September 19). Perceptions of research in Latin America. ANA - ESOMAR. Retrieved June 09, 2026, from


https://ana.esomar.org/documents/perceptions-of-research-in-latin-america