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Research papers
People insights at the fuzzy front of innovation
For human centric innovation it is important to understand people in their everyday life context and anticipate this in developing and creating solutions.Therefore it is necessary to involve people in the design and creation processes of innovation;...
Catalogue: Qualitative 2005
Authors: Stefanie Un, Lucile Rameckers
Company: Philips International
November 13, 2005
Research papers
Igniting innovation in researchers
Innovation and differentiation are the buzzwords in any client organization - and if market research is looked upon as lacking the ability to provide creative solutions - or, even worse, as killing the creative spark - then we as an industry are in a...
Catalogue: Congress 2005: Making A Difference
Authors: Shashikala Raj, Anjali Puri, Tara Prabhakar
Company: Nielsen
September 21, 2005
Research papers
The heart transplant
This presentation focuses on why the traditional consumer insights model fails to deliver to the greatest need of modern CEOs - namely, -'how do I get the consumer at the heart of my business to drive a competitive advantage?'Understanding the...
Catalogue: Congress 2005: Making A Difference
Authors: David Jenkinson, Derek Leddie, Kristin Hickey
Company: The Leading Edge
September 21, 2005
Research papers
Creativity on tap
Organisations that lack creativity will fail. Traditionally new product ideas have come from many sources both within an organisation, e.g. management brainstorming, or from outside the organisation through traditional marketing research techniques...
Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Clive Nancarrow, Jenny Clark, Lex Higgins, Martin Oxley
Company: KANTAR TNS Malaysia
February 27, 2005
Research papers
360° insight for new brand development
Traditional research rarely fuels the creative brand development process. At its best it evaluates and optimises. At its worst it kills ideas. This presentation describes how fresh sources of insight can help generate the 'big idea' for a new brand...
Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Author: Ben Wood
Company: KANTAR TNS Malaysia
November 5, 2003
Research papers
Effective advertising
This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or...
Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Michael F. Cramphorn, Jesus Caldeiro
Company: Add+Impact International
June 15, 1999
Research papers
Effective advertising (Spanish)
This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or...
Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Michael F. Cramphorn, Jesus Caldeiro
Company: Add+Impact International
June 15, 1999
Research papers
Getting to the future faster
The philosophy behind the Delphi Technique for forecasting is to gather a group of experts all of whom have different perspectives on the issue being studied. Through a series of iterative surveys and discussions the learning of the group is...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Alecia S. Helton
September 1, 1998
Research papers
