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Research papers
Email, chat lines, newsgroups
Email, chat lines, newsgroups, and forums are the new ways by which people increasingly interact. In this paper a methodology is presented to extract and measure the intangible elements of a relationship, as feelings and opinions, otherwise...
Catalogue: ESOMAR Customer Relationship Management Conference 2002
Author: Alessandro Zanasi
March 17, 2002
Research papers
Market research
This paper offers a simple model to aid exploration of the role of market research in the interface of CRM strategy and the brand. The paper considers what is understood by 'a CRM strategy', followed by a brief review of current thinking about...
Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: Peter Cooper, Susan Baker
Company: QRi Consulting Ltd.
March 17, 2002
Research papers
Brand effect
Although manufacturers invest a lot of resources to develop their brand, removing the 'brand effect' is sometimes necessary to get a more objective view of the product characteristics. During Car Clinics, the brands' promises can be so strong that...
Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Claudia Chin, Simon Wilson, Nathalie Sannino
March 4, 2002
Research papers
Sense to sensuality
This paper reveals the "Holy Grail" of accurate forecasting and maximising brand positioning. The research, including the vehicle clinic, focus groups, brand image research (BVI®), forecasting model, and name testing, are described. The paper...
Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Carrin Merkel, Jeanette Deetlefs
March 4, 2002
Research papers
New car buyers in the United States
This paper describes how the impact of new Generation Y automotive consumers in the American marketplace is being handled by Honda' research and development arm in the United States. This division is responsible for the creation of new product...
Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Kevin M. Joostema, Tim Benner
Company: KANTAR TNS Malaysia
March 4, 2002
Research papers
That's where ads are at
An implicit assessment strategy is outlined as a new method for the assessment of advertising and branding effects. It significantly extends currently available methods by allowing quick, easy, and unbiased access to people's unconsciously held...
Catalogue: ESOMAR Net Effects 5 2002
Authors: Olaf Hofmann, Christian Stamov Ronagel
Company: SKOPOS
February 3, 2002
Research papers
Continuous usability testing for the new Audi website
Website usability is an increasingly important area of expertise for the Internet economy. Making websites easy to use raises acceptance among users and creates higher rewards for e-commerce sites. This presentation is an introduction into the field...
Catalogue: ESOMAR Net Effects 5 2002
Authors: Grit Schönfeld, Tim Bosenick
February 3, 2002
Research papers
A borderless brand
This paper explores and discusses issues relating to translating values of an international Western brand to India, a market with a completelydifferent cultural, social, historical and economic contexts.
Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Poonam V. Kumar, Malini Pani, Richa Puranesh
October 28, 2001
Research papers
