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Research papers

From mythmaker to gardener

We conceived a study in which we explored what makes people act, at the most fundamental level and, further, what makes people act on behalf of brands. In this paper, we'll explain what's behind an openness to act on behalf of brands, what needs this...

Catalogue: Qualitative 2007
Authors: Keith Navratil, Mitra Martin, Anita Black
Company: Hall & Partners
November 12, 2007

Research papers

Four challenges of a new leader in an insights organisation

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Catalogue: Congress 2019: The Global Data & Insights Summit
Author: Kajoli Tankha
Company: Microsoft
September 8, 2019

Research papers

BC or AC: Before Coca Cola or after Coca Cola

This paper addresses certain ways in which anthropology may be applied with relevance to market research. Four main topics are discussed: the development of semiology as a powerful potential tool for understanding the dynamics of advertising; the...

Catalogue: ESOMAR Congress 1988
Author: Janet Gruber
September 1, 1988

Research papers

A new kind of consumer panel

When trying to set-up a marketing plan for the coming twelve months, the Brand Manager is usually facing two types of problems : a) How to forecast the global market evolution in the local area under consideration ? b) Within this total market, what...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Alain Pioche
Company: Nielsen
June 15, 1992

Research papers

Mind mapping

This essay takes up the question: "How is brand represented in the consciousness of the consumer? And on the basis of this starting point, how can the different expressions or manifestations of brand be explained?" This exploration is based upon the...

Catalogue: Seminar 1996: The Big Brand Challenge
Author: Rudolf Sommer
Company: RSG Marketing Research
June 15, 1996

Research papers

Cinderella and the pumpkin

This paper is about the main factors that determine a brand’s long-term value, factors that enable them not only to constantly extend their market share, but also to strengthen consumer loyalty and to generate price premiums, thus increasing...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Jean-Paul Frappa, Dominique Saint-Paul
Company: KANTAR TNS Malaysia
September 1, 1997

Research papers

Brand choice modelling

The inspiration for this monograph is the belief that consumer choice modelling is the core discipline of consumer marketing research. The simple need of our industry is to be able to predict and to explain the choices that consumers make. The focus...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Ian D. Greig
June 15, 1998

Research papers

Beauty and the beast

This paper is as much the result of a recent study as the result of experience working with the women’s market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Cecília Russo, Jaime Troiano
June 15, 1999

Research papers

Something tells me it's all happening at the zoo

The current competitiveness of the marketplace requires that qualitative research seek and deliver insights into a range of subject matter, including the nature and differences between brands.In pursuit of this, the sector has at its disposal a...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: Neil McPhee
February 27, 2005