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Research papers
Storytelling with international millionaires
This paper is the story of how UBS, their global advertising agency Publicis and Spring looked at the rarefied world of High Net Worth Individuals, using innovative storytelling research to understand the key relationship dynamics that drove them....
Catalogue: Congress 2008: Frontiers
Authors: Sarah Hamburger, Patricia Lawry
September 26, 2008
Research papers
Loser, hero or human being
A research without questions asked? The consumer in lead of moderation and analysis? Results in the form of consumer generated cartoons of archetypes and 200 consumer generated stories? Our presentation is exactly about this: a narrative project that...
Catalogue: Congress 2008: Frontiers
Authors: Wim van der Noort, Jochum Stienstra
Company: Ferro Explore!
September 26, 2008
Research papers
Anticipating tomorrow's societal change today
We realize that after years of benefiting from emerging markets and cheap products through cheap foreign labor, most Western countries such as Germany, France, the United States and Great Britain are now facing the negative effects of globalization:...
Catalogue: Congress 2008: Frontiers
Authors: Christian Wenger, Kerstin Ullrich
September 26, 2008
Research papers
Is the world really flat?
This paper looks at the general status and role of women in the society in countries that are culturally very different from each other and then examines the notions of love and romance among them. It explores in details to see if the forces of...
Catalogue: Congress 2008: Frontiers
Authors: Manish Makhijani, Sakkina Pittalwala
Companies: Flamingo, Unilever
September 26, 2008
Research papers
Reaching through the crystal ball
What will society look like in 2015 and what can a product and service provider do now to prepare for such an unknown place? These are the twin challenges that this paper seeks to address. Developing scenarios and futures processes (looking...
Catalogue: Congress 2008: Frontiers
Authors: David Palmer, Paul Stamper
Company: KANTAR TNS Malaysia
September 26, 2008
Research papers
How Disney bridges the multi-cultural divide
Disney sought to solidify its cultural relevancy and apply proven methods to hardwire the voices of their African American guests into the very fabric of their resorts. In 2006 after launching the Ebony Perspectives Community, a small, private, and...
Catalogue: Congress 2008: Frontiers
Authors: Paul Caswell, Manila Austin
Companies: Communispace Corporation, The Walt Disney Company
September 26, 2008
Research papers
Where has all the science gone?
Marketing Research is embroiled in an attempted coup d'etat, where many of the old values of a scientific discipline are being shed in favor of the exciting new possibilities of a Web 2.0 world. This paper suggests that it is not yet time to abandon...
Catalogue: Congress 2008: Frontiers
Author: Stephen P. Needel
September 26, 2008
Research papers
Marketing research in 2038
In the year 2038, ESOMAR's newly-formed Committee for Industry Standards devised the ultimate plan. They would reshape the Future by changing the Past. The plan called for someone - or rather something - that felt no pity. No pain. No fear. Something...
Catalogue: Congress 2008: Frontiers
Author: Teddy Langschmidt
September 26, 2008
Research papers
