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Research papers
What the buzz?!!
Our industry has now eagerly embraced the term 'Brand Buzz' but is this really a new concept at all, or just a re-branding of traditional brand health measures? In this paper, the authors examine the notion of Brand Buzz to provide robustness around...
Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Annette Druce, Kristin Hickey
Company: Ruby Cha Cha
September 15, 2010
Research papers
Exploring the world of water
Danone undertook a rigorous scientific study of the use of water in daily life with an eye to identifying the perceived consumer benefits of water consumption in general. The study needed to demonstrate that water can bring real benefits to consumers...
Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Tom De Ruyck, Michel Rogeaux, Annelies Verhaeghe
Companies: InSites Consulting, Danone
September 15, 2010
Research papers
Coca-Cola Europe and the Philosopher's Stone
On realization that only 20% of their Brand Tracker information was used across all 32 European markets, Coca-Cola Europe started searching for the Philosopher's Stone. The journey will take the us through the difficulties of negotiating a positive...
Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Patricio Pagani, Richard Raubik, James May
Companies: Infotools, KANTAR TNS Malaysia, The Coca-Cola Company
September 15, 2010
Research papers
Even better than the real thing
The definition of 'brand authenticity' is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating their view on authenticity in the current postmodern...
Catalogue: Qualitative 2009: The Evolving Human
Authors: Dirk van Kemseke, Tom De Ruyck
Companies: InSites Consulting, Levi Strauss & Co.
November 19, 2009
Research papers
The longest day
Corporate (social) responsibility is high on the agenda of almost every national and international company. But little is understood about what it does to a brand or how a brand should deal with it. Although the benefits and opportunities, both for...
Catalogue: Congress 2009: Leading The Way
Authors: Micheal Friedman, Tom De Ruyck, Annelies Verhaeghe
Company: InSites Consulting
September 22, 2009
Research papers
Future fuels
The presentation reviews the results of an 18 month research programme conducted for the Shell Future Fuels division beginning in August 2007 .The goal of the study was to better understand American and German driver attitudes towards alternative...
Catalogue: Congress 2009: Leading The Way
Authors: Leslie Pascaud, Duncan Macleod, Isabelle Remond
Companies: Added Value, Shell Global
September 22, 2009
Research papers
