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Research papers

Brand knowledge

This paper addresses the challenge some automotive manufacturers face in building brand knowledge and identifies ways of overcoming this hurdle.Brand knowledge (familiarity) is frequently measured but rarely defined. The paper discusses how knowledge...

Catalogue: Automotive 2006
Authors: Melanie Brenninkmeyer, Chris Davis
Company: GfK
February 27, 2006
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Citation

Brenninkmeyer and Davis (2006a, February 27). Brand knowledge. ANA - ESOMAR. Retrieved May 28, 2024, from


https://ana.esomar.org/documents/brand-knowledge


Research papers

Customer for life

This paper addresses the success story of Volvo in Germany who, by working hand in hand with their dealers using the global 'Customer for Life' programme, have significantly increased customer loyalty to Volvo and their dealers.The paper details how...

Catalogue: Automotive 2006
Authors: Adrian D. Wimbush, Johannes Fleck, Anarkali Check
Company: GfK
February 27, 2006
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Citation

Wimbush, Fleck and Check (2006a, February 27). Customer for life. ANA - ESOMAR. Retrieved May 28, 2024, from


https://ana.esomar.org/documents/customer-for-life


Research papers

Mind the gap

A decisive growth potential lies in emerging markets whose prospective buyers are less well known to many global car manufacturers at present. In emerging markets the basic socio-cultural environment for the formation of preferences with respect to...

Catalogue: Automotive 2006
Authors: Bettina Staudenmaier, Ulrich van Hormann
Company: GfK
February 27, 2006
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Citation

Staudenmaier and van Hormann (2006a, February 27). Mind the gap. ANA - ESOMAR. Retrieved May 28, 2024, from


https://ana.esomar.org/documents/mind-the-gap


Research papers

Brand intelligence

This paper will demonstrate how a comprehensive system of different market research study approaches can be used to gain in-depth insights into the complex phenomenon of a premium automotive brand. The complexity of brand research in the automotive...

Catalogue: Automotive 2006
Authors: Alexandra Stein, Wolfgang Breyer
Companies: GfK, BMW Group
February 27, 2006
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Citation

Stein and Breyer (2006a, February 27). Brand intelligence. ANA - ESOMAR. Retrieved May 28, 2024, from


https://ana.esomar.org/documents/brand-intelligence


Research papers

The Turkish elephant

The presenters will briefly introduce the external realities of Turkey today as dictated by recent history, economics and demographics. The most relevant sets of dichotomies that define the value-space for Turks' self-understanding will then be...

Catalogue: Consumer Insights 2005
Authors: Mads Stenbjerre, Mahan Dogrusöz
Company: GfK
November 15, 2005
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Citation

Stenbjerre and Dogrusöz (2005a, November 15). The Turkish elephant. ANA - ESOMAR. Retrieved May 28, 2024, from


https://ana.esomar.org/documents/the-turkish-elephant


Research papers

Social and technology trends as a springboard for qualitative research

This paper is intended to facilitate interactive ideation on possible future qualitative techniques. The authors' purpose in looking backwards is to work together to look forward, to brainstorm what the implications and uses of trends might be in the...

Catalogue: Qualitative 2005
Authors: Judith Langer, Sharon Dimoldenberg
Company: GfK
November 13, 2005
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Citation

Langer and Dimoldenberg (2005a, November 13). Social and technology trends as a springboard for qualitative research. ANA - ESOMAR. Retrieved May 28, 2024, from


https://ana.esomar.org/documents/social-and-technology-trends-as-a-springboard-for-qualitative-research


Research papers

Harnessing the grapevine

The rise of word-of-mouth is placing increasing importance on consumers at the centre of the conversation.These consumers, once identified, can be a valuable resource not only for carrying messages, but throughout the marketing cycle from identifying...

Catalogue: Congress 2005: Making A Difference
Authors: Jan Berry, Tim Wragg
Company: GfK
September 21, 2005
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Citation

Berry and Wragg (2005a, September 21). Harnessing the grapevine. ANA - ESOMAR. Retrieved May 28, 2024, from


https://ana.esomar.org/documents/harnessing-the-grapevine


Research papers

Managing corporate brands successfully

While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand. This presentation introduces a perception-oriented measurement approach and...

Catalogue: Congress 2005: Making A Difference
Authors: Oliver Hupp, Siegfried Högl
Company: GfK
September 21, 2005
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Citation

Hupp and Högl (2005a, September 21). Managing corporate brands successfully. ANA - ESOMAR. Retrieved May 28, 2024, from


https://ana.esomar.org/documents/managing-corporate-brands-successfully-6747


Research papers

Television use by different generations of Internet users

Is time spent on the Internet at the cost of time spent in front of the TV set?In publications on the relation between Internet use and TV viewing, most analysts take only one point in time into consideration. This leads to misinterpretations.The...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV
Authors: Marlies van Bergen, Paul van Niekerk
Company: GfK
June 23, 2005
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Citation

van Bergen and van Niekerk (2005a, June 23). Television use by different generations of Internet users. ANA - ESOMAR. Retrieved May 28, 2024, from


https://ana.esomar.org/documents/television-use-by-different-generations-of-internet-users