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Research papers

Brands: The missing link

This paper starts by discussing the nature of brands. Brands appear to have human-like characteristics. This is now reasonably well-known and accepted by professionals, and the authors briefly refer to earlier work adapting and applying concepts...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Authors: Wendy Gordon, Christine Restall
June 15, 1992

Research papers

Press

Press evaluation research has been dominated by readership surveys, which aim to identify audience size, composition and reading habits. This type of research provides information for media buyers, but provides little, if any, insight into overall...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Dave Phillips
June 15, 1991

Research papers

Strategic target-group research: A new perspective for users

The task and objectives we set ourselves, and which brought us to SINUS, can be described as follows: 1. Identification of the existing market segments, along with the potential demand in the business and private flight market which is relevant for...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Michael Grande, Ulrich Becker
Company: SINUS Markt- und Sozialforschung GmbH
September 1, 1990

Research papers

Strategic target-group research: A new perspective for users (German)

The task and objectives we set ourselves, and which brought us to SINUS, can be described as follows: 1. Identification of the existing market segments, along with the potential demand in the business and private flight market which is relevant for...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Michael Grande, Ulrich Becker
Company: SINUS Markt- und Sozialforschung GmbH
September 1, 1990

Research papers

Modelling implicit dynamics

In order to bring system and discipline, without losing depth and sensitivity, into both data gathering and data interpretation of qualitative research, a holistic implicit model was developed. This Model is based upon a socio-biological and...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Author: J. PauI Heylen
June 15, 1990

Research papers

Humanistic advertising

This paper deals with the effects these models and the metaphors they represent have had on research practice. We suggest a new set of models and fresh metaphors to produce research that satisfies the needs of creative people and which more...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?
Authors: Judie Lannon, Peter Cooper
Company: QRi Consulting Ltd.
June 15, 1983