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Research papers

Becoming cultural architects

Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones.This paper describes how a single global segmentation study catalysed one organisation into rethinking many...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Hilary Perkins, Paul Buckley
September 19, 2004
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Citation

Perkins and Buckley (2004a, September 19). Becoming cultural architects. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/becoming-cultural-architects


Research papers

The calculus of consumer privacy

This paper provides the 'algebra of the consumer's mind' regarding what the consumer wants different types of professionals and companies to know about them. We look at the relevance of different insights, seeing how each is appropriate to a variety...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Barbara Itty, Jeffrey Ewald, Jacqueline Beckley, Howard R. Moskowitz
September 19, 2004
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Citation

Itty, Ewald, Beckley and Moskowitz (2004a, September 19). The calculus of consumer privacy. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/the-calculus-of-consumer-privacy


Research papers

Getting research noticed at the corporate top table

This paper provides a case study highlighting the rationale for and benefits achieved by the implementation of a client side, state-of-the-art market research department portal.Initiated to better recognize and manage research as a corporate 'asset'...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Ioannis (John) Dimopoulos, Daryl Maloney McCall, Jonathan Rabson
September 19, 2004
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Citation

Dimopoulos, McCall and Rabson (2004a, September 19). Getting research noticed at the corporate top table. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/getting-research-noticed-at-the-corporate-top-table


Research papers

Embedding market intelligence into key business processes

This paper outlines the ways market intelligence has been used to help transform the marketing function within the IBM Corporation. Market intelligence provides the foundation for all decisions in the transformed end-to-end marketing process, from...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Andrea Goldberg, Susan Toner
September 19, 2004
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Citation

Goldberg and Toner (2004a, September 19). Embedding market intelligence into key business processes. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/embedding-market-intelligence-into-key-business-processes


Research papers

Blind vision (2004 remix)

Blancmange ... this pop band's 1983 single inspired the title, highlighting the authors' belief that research to be very important - especially in illuminating and aiding better decisions.This 2004 version mixes together two potentially contrasting...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Myles Runham, Darren Noyce
September 19, 2004
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Citation

Runham and Noyce (2004a, September 19). Blind vision (2004 remix). ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/blind-vision-2004-remix-


Research papers

Deconstructing brand equity

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients.To understand what creates an optimal brand experience, IBM asked business decision makers in six markets to think in unconventional ways about the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: J. Christian Gammill, Robert Harlow, Robert B. Love Jr.
September 19, 2004
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Citation

Gammill, Harlow and Love Jr. (2004a, September 19). Deconstructing brand equity. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/deconstructing-brand-equity


Research papers

Effective conversion: Turning insight into action

This paper will demonstrate in what way a strong partnership between client and research provider can provide a solution to deliver actionable findings based on different information sources on an on-going basis.The paper leads the reader through the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Yvan Goupil, Csaba Nemes
September 19, 2004
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Citation

Goupil and Nemes (2004a, September 19). Effective conversion: Turning insight into action. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/effective-conversion-turning-insight-into-action


Research papers

Forever Jung

This paper provides a new approach to consumer segmentation, in which the aim is to reveal archetypes rather than segments per se.We outline the limitations of conventional segmentation approaches, and describe a method for extending such techniques...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Giles Hedger, Leigh Morris, Raimund Schmolze
September 19, 2004
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Citation

Hedger, Morris and Schmolze (2004a, September 19). Forever Jung. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/forever-jung


Research papers

Is it the nation that speaks or are we listening to geeks?

Internet research affords the possibility of conducting real-time research at lower costs. This can be used to develop insights and test hypotheses.Whilst technically this may be true, we need to understand if the online population can represent the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: David Walker, Dale Smith, Chris Stevens
September 19, 2004
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Citation

Walker, Smith and Stevens (2004a, September 19). Is it the nation that speaks or are we listening to geeks?. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/is-it-the-nation-that-speaks-or-are-we-listening-to-geeks-