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Case studies

Of course I'm concerned, but...

This case study gives an example of how market research can be used as an integral part of the development of a marketing programme to explore and enter markets in which there is no prior knowledge or expertise. The same research techniques across...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Julia Gartside
September 1, 1996
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Citation

Gartside, J. (1996a, September 01). Of course I'm concerned, but... . ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/of-course-i-m-concerned-but-


Research papers

New product development

This article is offered as a guide to clarify both the theoretical and pragmatic questions that are sometimes raised about new product development. The paper is divided into two parts. The first part asserts the advertising agency's planning function...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Axel Schmidt, Marc Sasserath
September 1, 1996
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Citation

Schmidt and Sasserath (1996a, September 01). New product development . ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/new-product-development--4826


Research papers

Segmenting consumers world-wide

This paper presents two case histories showing how world-wide segmentation of consumers aids in new product development. The segmentation approach was originally used with sensory analysis of products, but has been expanded to concepts on a...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Howard R. Moskowitz
September 1, 1996
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Citation

Moskowitz, H. R. (1996a, September 01). Segmenting consumers world-wide . ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/segmenting-consumers-world-wide--4832


Research papers

Sewage sludge to land

This paper shows how market research was used by a company to help them with their capital investment in new processing plants. An outline of the methodology of the research is provided. The high level of detail required at the sampling and...

Catalogue: Seminar 1996: European Agri-Business Under Pressure
Author: Richard Davies
February 1, 1996
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Citation

Davies, R. (1996a, February 01). Sewage sludge to land. ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/sewage-sludge-to-land


Research papers

Keep a watchful eye to find ideas throughout everyday life

We begin by summing up the changes that have occurred within society and with regard to consumption behaviours. From these changes, we deduce the need for a different approach to consumer research: the principle of reverse marketing. Reverse...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Caroline Lioret, Anne-Catherine Dugast
December 1, 1995
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Citation

Lioret and Dugast (1995a, December 01). Keep a watchful eye to find ideas throughout everyday life. ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/keep-a-watchful-eye-to-find-ideas-throughout-everyday-life


Research papers

Factoring innovation together

Recent years have seen an increasing recognition in many Companies of the importance of effective and continued innovation for real growth. This leads to greater focus within Companies on the process adopted for new idea generation and the testing...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Cristina Guglielmini, Ivana Ventura
December 1, 1995
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Citation

Guglielmini and Ventura (1995a, December 01). Factoring innovation together. ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/factoring-innovation-together


Research papers

Day-in-the-life-visits

Many information technology companies use marketing research as a reality check during product design and testing: research is used to evaluate the products, ascertain user/customer judgments, and the viability of user/customer interfaces....

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Deborah Mrazek, Norman Dyer, Susan Dray
September 1, 1995
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Citation

Mrazek, Dyer and Dray (1995a, September 01). Day-in-the-life-visits. ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/day-in-the-life-visits


Case studies

Marketing in a changing society

Changes in marketing environments have, in many cases, rendered traditional company-to-consumer marketing and communications strategies insufficient, as the need to target, communicate, and address the needs of different constituencies has increased....

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Michael Cohen, Jennifer Scott
September 1, 1995
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Citation

Cohen and Scott (1995a, September 01). Marketing in a changing society. ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/marketing-in-a-changing-society


Research papers

Concept testing of product design proposals

In product development, computer-aided design is already established as an effective tool for the generation, modification, analysis, simulation, and evaluation of a product design. The computer can also be regarded as an organizational platform on...

Catalogue: Seminar 1995: Successful Product Engineering
Author: Gerard Loosschilder
June 15, 1995
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Citation

Loosschilder, G. (1995a, June 15). Concept testing of product design proposals. ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/concept-testing-of-product-design-proposals