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Research reports

Project 039

Consideration is being given to the production of aMenthol brand. There were two main issues for research:1. The brand could be the same configuration as other Sub B brands or it could be marginallythinner, have a longer filter and appear asabout the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 1, 1974

Case studies

The little emperor

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is unquestioned, all too often it is resisted for being...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Amit Bose, Khushi Khanna
Company: PepsiCo
September 1, 1996


Research World (September 2000)

Before it is considered to be strong, a brand has been through quite a lot. The process from conception to full maturity may take years, and it must be developed and monitored carefully. The Internet would seem to be diametrically opposed to the...

Catalogue: Research World 2000
Author: ESOMAR B.V.
September 1, 2000

Research papers

The contribution of research to a successful new brand

The paper illustrates the launch and development of the Heinz 'Weightwatchers' brand from 1985 to 1990 with particular attention paid to the contribution of research to this development, i.e. why research was necessary and how the results impacted on...

Catalogue: Seminar 1990: New Product Development
Authors: Sue Nicholls, Alison Hollinrake
Company: Kraft Heinz Company
June 15, 1990

Research papers

Brand building

This paper aims to demonstrate that the retailer as a brand is more than just the sum of a number of disparate parts and that it has a role to play in shaping the retailers’ strategy not just impacting upon it. When a retailer has a strong brand...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Author: Colleen Ryan
June 15, 1989

Research papers

Systems determine markets

The main arguments of this paper are threefold:- 1. Firstly, that although the concept of ‘global’ marketing of pharmaceutical products has many attractions, its application should be examined with extreme caution. In particular, that the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: Howard Biggs
June 2, 1994

Case studies

The little emperor

In this paper we will examine - using a recent case study - how an innovative programme can cut the brand development time significantly and yet deliver a highly successful new brand.

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Amit Bose, Khushi Khanna
September 1, 1999

Research papers

A new generation of craftsmanship

We set ourselves the challenge of forecasting the future for our insights engine, asking ourselves a series of questions about how we conceive insights across Unilever as a whole, how the field of insights is evolving, and about the needs and...

Catalogue: Congress 2018
Author: Myralda Derks
September 23, 2018

Research papers

The use of transactional analysis in the development of a new brand's personality

We have attempted to address in an approach to measurement we have called 'Brand Diagnosis'. Our objectives in doing so were to combine the 'divergence' of a qualitative research methodology with a method of analysis which would simulate the...

Catalogue: Seminar 1983: New Product Development
Authors: Max Blackston, Margaret Holmes
Company: Marplan Forschungsgesellschaft mbH
November 2, 1983