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Research papers

Generating new product ideas

This paper attempts to review the contribution which market research can (and even occasionally does!) make to the initial, inventive, stage of new product development. In order to do this, research has been set into the context of all sources for...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Colin Greenhalgh
Company: KANTAR TNS Malaysia
August 1, 1971

Research papers

Crop protection and agriculture in the year 2010

In the past "customers" of market research were above all Product Management and Board Members. Lately there has been an increasing demand by R&D. Due to increasing research costs, R&D is facing higher pressure for success. This is why there is an...

Catalogue: Seminar 1992: European Agriculture In Transition
Author: Angelika Adner
June 15, 1992

Research papers

Structuring the marketing

This paper describes the exploratory part of a larger study on management of innovation, focussing especially on the interface between marketing and R&D (Research and Development). Marketing and R&D produce two critical flows of knowledge that have...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Mark Leenders, Felix Janszen, Berend Wierenga
June 1, 1994

Research papers

How marketing influences sensory perception, and how sensory perception should influence marketing

The accepted definition of a "brand" is reviewed, and discussed in the light of the need for both R and D and marketing to be aware of what makes up the totality of a brand. While marketing has accepted that a brand has a personality and is far more...

Catalogue: Seminar 1989: Research For Flavours And Fragrances
Author: Derek C. Martin
June 15, 1989

Research papers

Using the market to help the product team in the development process

The market research group within Strategic Product Development in SmithKline Beecham Pharmaceuticals embarked on concept evaluation of a new drug, then in early clinical development. In a workshop context, bringing together the whole project team of...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Richard Murgatroyd, Marion Schoenfeld
Company: GSK
June 1, 1994


The people side of innovation

These days, there is much talk about open innovation, business model innovation and innovation culture. These are important topics, but the most significant element to anything related to innovation will always be people.It is people that make things...

Catalogue: Digital Dimensions 2014: (Online + Big Data + Social Media + Mobile) Research
Author: Stefan Lindegaard
June 15, 2014

Research papers

The interface between medical and market research

Not more than three decades ago it would have been arduous to describe the role of the Medical Department in the Pharmaceutical Industry. Frequently confined to esoteric tasks and committed to distilling any medical information which could have...

Catalogue: Seminar 1977: Foresight Or Hindsight?
Author: A. Dubourg
Company: Abbott
March 1, 1977

Research papers

The marketing management of research and development

There are many difficulties to be overcome when the attempt is made to introduce market research techniques into R&D. It is not only the resistance of technically minded scientists and managements, but the subject matter itself is full of pitfalls....

Catalogue: ESOMAR Congress 1966
Author: Max K. Adler
September 1, 1966

Research papers

Brand stretching

The subject of brand extensions is looked at and, in particular, the idea of 'brand stretching', in order to answer the question, "How far can a mother brand stretch, by extending itself within and across brand categories and sub-categories?" The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Yaman Akalin, Peter Sampson
Company: Burke, Inc.
September 1, 1996