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Research papers
Brand power, premium and potential
A new year and new methodologies. The latest research results are brought to life in an interactive presentation that contrasts the CEE and the rest of the world. This presentation includes a case study which illustrates how the strength of the Sazka...
Catalogue: CEE Research Forum 2013: Research Remix
Author: Peter Walshe
Company: KANTAR TNS Malaysia
March 17, 2013
Research papers
Focus on the flow of enthusiasm
Superpromoters are clients who share their enthusiasm about particular products, brands and companies and influence other people by doing so. The theory urges companies to focus more on the enthusiasm of these customers. In 2011, Blauw conducted a...
Catalogue: Congress 2012: Accelerating Excellence
Authors: Rijn Vogelaar, Arne van de Wijdeven
Companies: Philips International, Blauw Research
September 13, 2012
Research papers
How to continue being a culturally relevant brand?
The business challenge was clear ... to maintain and enhance Coca-Cola's value as a cultural icon. The objective was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. The final goal...
Catalogue: Latin America 2012: Uncovering Opportunities
Author: Omar Fuentes
Company: The Coca-Cola Company
May 3, 2012
Research papers
I want my MySpace!
One of the most fascinating cultural phenomena in the past decade, MySpace, is using research as a cornerstone of their plan to reinvigorate and reenergize their brand and audience. This paper discusses how integrated deprivation methodology was...
Catalogue: Online Research 2010: E-Universe
Authors: Alison Bryant, Lauren Christensen
October 19, 2010
Research papers
What the buzz?!!
Our industry has now eagerly embraced the term 'Brand Buzz' but is this really a new concept at all, or just a re-branding of traditional brand health measures? In this paper, the authors examine the notion of Brand Buzz to provide robustness around...
Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Annette Druce, Kristin Hickey
Company: Ruby Cha Cha
September 15, 2010
Research papers
Effective semiotic codes in adolescents
This presentation illustrates the relevance and strategic potential of semiotic analysis in market research and advertising, especially in the development of image, positioning and communication projects. Based on a syndicated research study...
Catalogue: Latin America 2010: The Innovation Journey
Authors: Rosalba Olivella, Carlos Hernández
Company: Feed Back Profile S.A.
May 21, 2010
Research papers
Beleza natural
Few studies address the precarious course that might be encountered when entrepreneurs originating in the Base of the Pyramid (BOP) try to grow their businesses by transcending their class-of-origin and strike into mass or even luxury markets. In...
Catalogue: Latin America 2010: The Innovation Journey
Authors: Leticia Moreira Casotti, Maribel Carvalho Suarez, Hy Mariampolski
Company: QualiData Research Inc.
May 21, 2010
Research papers
