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The art and science of innovation

Date of publication: June 15, 2015

Catalogue: Sensory Forum 2015: Marketing Meets Science

Authors: Sjoerd Koornstra, Codruta Berbecaru

Abstract:

This presentation approaches innovation as being the successful conversation between two worlds: The science and precision of the R&D world meeting the art and pragmatic world of market research in order to create the maximum marketing impact in markets around the world.

Sjoerd Koornstra

Author

This is a long description of some author details.

Codruta Berbecaru

Author

This is a long description of some author details.

  • Video
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
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Citation

Koornstra and Berbecaru (2015a, June 15). The art and science of innovation. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-art-and-science-of-innovation