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Research papers

New marketing and direct communication

Searching for direct ways to reach the customer is today's trend in the marketing techniques applied by Dutch banks. Cutting out the middleman, relationship building and the ability to anticipate the customer's ever-changing moods are believed to be...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Author: Mirjam C. Raaijmaakers
November 1, 1996

Research papers

Building customer loyalty on knowledge

This paper addresses the difficulties faced by food retailers in recent years. Category management is the latest magic formula but the success of category management is completely dependent on the quality and relevance of the information provided....

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Wolfgang Lenzen, Claus Patzke
Company: Nielsen
September 1, 1998

Research papers

From holistic marketing to holistic customers

This paper shows how two quite disparate banks in culture and outlook - Natwest Bank and the Royal Bank of Scotland - came together and evolved a comprehensive CRM strategy. In doing so it will demonstrate why it is necessary to marry the top-down...

Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: Roger Donbavand, Maryan Broadbent
March 17, 2002

Research papers

A virtual testing approach to improve new product success rates

Today much more knowledge about what it takes to create a successful new product is available, yet four out of five new products still fail. This paper examines some of the possible reasons for this 'lack of progress' and makes a case that challenges...

Catalogue: Asia Pacific 2004
Authors: Lionel Wang, Karl Irons, Henry Xin
Company: Market-Guide Consulting (China) Co., Ltd.
March 28, 2004

Research papers

Project Apollo and ad impact

Project Apollo is a single-source service developed to provide direct links between advertising and purchasing behavior at the household level. The goal is to achieve a consumer-centered view across all aspects of CPG marketing programs.By combining...

Catalogue: WM3 2007
Author: Bart Flaherty
June 3, 2007

Research papers

The insightful museum

This case study gives a close look at attitude and behaviour based consumer segmentation. It also shows:-How a multi-method approach creates deep understanding of the consumers -How the research is connected to the business improvement opportunities...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Channe Järn, Sanna-Mari Jäntti
February 11, 2009

Videos

Reaching consumers in the digital moments that matter

This research has been a key contributor to our Global Media Transformation. Helpings us shift from a Mass Reach Big brand story telling approach to adding a complimentary model of reaching consumers with signals in those digital moments that...

Catalogue: ESOMAR TV: Client Summit 2020 at Home
Author: Nic Umana
Company: Mars Wrigley
June 18, 2020

Videos

Insights2020- Drive consumer centric growth

Research agencies risk disintermediation because of the rapidly changing context they operate in: i.e. an increase in direct-to-consumer touchpoints, competition from new data providers and more. The role of the research professional is polarising...

Catalogue: Congress 2015: Revelations
Authors: Steven Berkhout, Tom Wilms
Company: KANTAR TNS Malaysia
June 15, 2015

Research papers

The search for focus brand values across Europe

This paper describes how Land Rover has focused on the development and application of the values of the Land Rover Brand. It highlights the need to be focused and driven by the customer, which requires the need for regular, timely and actionable...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Nick Bull, Martin Oxley
June 15, 1996