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Research papers

Building on product quality

The paper presents a case history of the introduction of a premium quality brand of whiskey in four markets, the UK, France, USA, and Japan. There are three stages to introducing a premium brand to a new market. 1) In the initial stage, consumers...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Authors: Miriam Comber, Sally Gordon
June 15, 1992


Radler, a refreshing beer mix

Heineken’s research and marketing teams’ positions couldn’t have been more clear when having to defend a slowing beer market in Romania: explore and unveil business opportunities which could reverse a continuously slugged beer market.?...

Catalogue: CEE Research Forum 2014: East Connection
Authors: Panicos Christopoulos, Codruta Berbecaru
June 15, 2013


How does your cappuccino feel?

This is a joint supplier/client case history which will discuss methodology and results, review the value of the research in terms of what it contributed to the Mane Flavour Company business and demonstrate how the data was used in contributing to...

Catalogue: Congress 2013: Think Big
Authors: Dominique Delfaud, John S. Pawle
Company: QRi Consulting Ltd.
June 15, 2013

Research reports

Report on qualitative research on two new CBL commercials

Two new commercials - 'Clock' and 'Bricklayer' - havebeen produced for 1974 advertising of CBL. This research was undertaken in order to check that thenew commercials were on the broad strategy and to examineconsumer reactions for any...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 3, 1974

Research reports

Qualitative consumer research on Gancia Spumante

The objectives of this research were as follows: 1. To provide up-to-date information on drinkers'and potential drinkers' attitudes to sparklingwines and champagne;2. To assess perceptions and feelings about Ganciawithin attitudes to the market as a...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 10, 1975

Research reports

Future prospect for automatic beverage vending

Since the peak of 1973, there has been a decline in the rateof installation of beverage vending machines in the U.K.Growth in the U.K. economy will be depressed during theforeseeable future, and with levels of investment runningat a low ebb, vending...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 8, 1975

Research papers

Developing a local soft drink brand

Please allow us to interrupt the stable course this ESOMAR seminar has taken so far. We have not set ourselves the task of presenting you with the most advanced technologies in marketing research, neither do we intend to stun you with sophisticated...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Tomas Tereba, Tomas Krasny
June 15, 1996

Research papers

It's what inside that counts

This paper offers a case history on understanding local positioning of an international whisky brand in eight Eastern European countries and how this was adapted in line with global thinking and implemented locally. It covers the key issues and...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Jane Reid, Steve Crompton
Company: KANTAR TNS Malaysia
September 23, 2001

Research papers

In touch with the spirit world

Many companies do branding studies. Many do segmentation studies. Both kinds of study provide extremely valuable diagnostic information to drive marketing strategies. Some companies even combine both in the same questionnaire. But very few studies...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Hilary Perkins, Paul Carney
March 30, 2003