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Research papers

Structured sense-making

As providers of 'research' we conduct inquiry into consumer behavior in order to generate new insights. However, raw data are not insights. Observations without context provide very limited utility; defining sexy new trends each year is no basis for...

Catalogue: Qualitative 2008: Consumer Choice
Author: Richard Radka
November 20, 2008

Research papers

Intimate and intimidating

Eating behaviour is less and less determined by choice, tradition, social class or peer group and more and more driven by each situation and its particular requirements. This holds true even for the complex and traditional categories of food and...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Sebastian Buggert, Kirsten Juchem, Jens Lönneker
Company: Rheingold GmbH & Co. KG
November 20, 2008

Research papers

Russia's new lifestyle elites

It is a truism of market research and this is nothing new that the sociocultural identity of the consumer is carrying more and more weight in the selection of products, brands or services. This rule applies particularly to mature consumer societies...

Catalogue: Automotive 2008
Author: Carsten Ascheberg
Company: SIGMA GmbH
March 3, 2008

Magazines

Research World (December 2007)

Are we on the way to a better world? Of great significance here is the development in public opinion. Being concerned about what is happening to our environment is one thing, but what can we do about it? The acid test is of course the changes we make...

Catalogue: Research World 2007
Author: ESOMAR B.V.
December 1, 2007

Research papers

Why do some online communities work

Online research communities have been generating quite a lot of buzz recently. At the American Marketing Association's market research conference in September 2007, this was one of the primary themes, discussed by companies like General Motors who...

Catalogue: Qualitative 2007
Authors: Marco Vriens, Lee Eyre, Jamie Hamilton, Misia Tramp, Lisa Galarneau
Company: Microsoft
November 12, 2007

Research papers

Manga makes a difference

Working in Japan we have found that understanding the hit series, the plot lines and the messages people take from manga helps us understand the motivations and the coming trends in popular behavior.This study describes in detail the use we have made...

Catalogue: Qualitative 2007
Authors: Mai Ohno, Dave McCaughan
Company: Interpublic Group of Companies
November 12, 2007

Research papers

Media in life survey

With the fast growth of digital media usage and the fragmentation of media audiences, it is increasingly essential to French media and advertisers to return to an overall consumer-oriented approach.The annual Media In Life survey launched by...

Catalogue: WM3 2007
Authors: Tiphaine Goisbeault, Isabelle Le Roy, Arnaud de Saint Roman
Companies: Mediametrie, Havas Group
June 3, 2007

Research papers

Lifestyles of the ad averse

This paper explores the attitudes and media behavior of consumers who claim to dislike advertising and therefore avoid their exposure to marketers' messages.From the findings a framework is proposed for evaluating advertising which strategists can...

Catalogue: WM3 2007
Authors: Grace Ann Bennett, Melissa Ross, Tom Willerer, Beth Uyenco
Companies: KANTAR TNS Malaysia, Microsoft
June 3, 2007

Research papers

Actionable consumer insights

This presentation discusses how consumer insight can play a valuable role in helping companies tackle one of the key business issues of the moment: climate change.It explores the growing pressure and opportunities that companies face to go green. It...

Catalogue: Consumer Insights 2007
Author: Richard Atkinson
Company: 2CV Research
May 7, 2007