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Research papers

How to KISS?

The paper describes a specific philosophy and a new methodology for conducting fragrance market research, i.e., TEST NOMADE. The better understanding of the rationale and merits of this methodology and its evolution from the initial ideas are...

Catalogue: ESOMAR Fragrance Research Conference 2005
Author: Olivier L. Aron
May 15, 2005

Research papers

SkyView

Two major issues facing television audience research are the requirement to measure fragmented audiences accurately and the demand for measures of return on investment. This paper outlines a new development using set top box data. With the help of...

Catalogue: ESOMAR Panel Research Conference 2005
Author: Julian Dobinson
April 17, 2005

Research papers

From aesthetic trends to new value signs

In 2004 Philips launched its new brand positioning 'Sense and Simplicity'. To articulate this positioning through design, Philips Design works according to the High Design process; a multidisciplinary and human-centered approach that led to...

Catalogue: ESOMAR Conference on Digital Futures 2005
Author: Brechje Vissers
Company: Philips International
March 1, 2005

Research papers

A market research training simulation

Market research training must form a part of marketers' educational programmes if we want them to employ and value it when they gain the reins of power as their careers progress. But how to do so in a manner that both excites and motivates them, when...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Jos Vervoort, Michael M. Roe
February 27, 2005

Research papers

The case for in-the-box innovation

This paper describes a groundbreaking international case study proving that a much larger number of relevant, actionable, and original new product ideas can be generated by using creativity techniques that encourage 'in-the-box' thinking as opposed...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Leyla Namiranian, Gwen Smith Ishmael
Company: Decision Analyst, Inc.
February 27, 2005

Research papers

Reengineering the research process

Innovation in the early decades of the market research industry was demand and product focussed while in the later stages the innovation was driven by the availability of new techniques and was process focused.It depends on the business model a...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Sander van Meeuwen, Dirk Huisman
Company: SKIM
February 27, 2005

Research papers

Life frames®

This paper discusses a new qualitative research approach to win meaningful insights in young consumer markets.The tool Life Frames® is based on the understanding that the consumer's demands are driven by situational needs and wants. It utilises...

Catalogue: ESOMAR Conference On Age 2005
Author: Axel Dammler
Company: iconkids & youth international research GmbH
January 30, 2005

Research papers

Qualitative research companies as active partners in concept and product development processes

This paper is based on a project carried out in 2003 in which a new way of working more closely with qualitative research in early phases of product development was introduced by Amarillo Research & Consultancy to Carlsberg Sweden.The project was...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Fredrik Winell, Eva Hultman
Company: Amarillo Research & Consultancy AB
November 28, 2004

Research papers

Using customer-based ideation to drive new product development

This paper demonstrates how companies charged with new product development can use an effective, low-cost, qualitative market research methodology to drive the development of new, market-driven products.Most companies face the challenge of developing...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Mark Silverberg, Jim Thomas
November 28, 2004