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Research papers

There's no need to re-invent the wheel

The paper comprises four sections. In the first section, a description is provided of a technique used over many years. It is holistic in its approach with proven validity and reliability in product areas where aesthetic rather than functional...

Catalogue: Seminar 1995: Successful Product Engineering
Author: William Arthur Dunning
June 15, 1995

Research papers

Understanding brand success

The paper treats the problem of “building successful brands” from the perspective of a simple yet comprehensive theory of consumer markets. It is practical, using case study material from projects for Premier Biscuits and other clients, to...

Catalogue: Seminar 1994: Building Successful Brands
Authors: John Baker, Tony Camp, Len J. Marchant
June 15, 1994

Research papers

A holistic approach to customer loyalty research

This presentation describes a case study conducted for Microsoft Denmark in 2002.The aim of the presentation is to describe the fruitfulness of involving internal relations of the client company when working with customer satisfaction, thus obtaining...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Lars Bo Anderson, Christian Agger
Companies: Microsoft, Ulveman Explorative A/S
January 1, 2000

Research papers

The dots can only be connected with a tune!

Based on a real-life case study, this paper demonstrates an approach combining online research with several other data sources to address a client business issue. The frame includes an online survey, qualitative research, retail panel data and...

Catalogue: Online Research 2010: E-Universe
Authors: Claudia Suárez-Gapp, Frank Hofmann
Companies: Nielsen, Nestlé
October 19, 2010


The thermometer (Spanish)

In moments of crisis, it can be tempting to adopt a safe, reactive approach. But at Unilever, we know that this is the moment in which a successful company's skills and the strength of their brands are put to the test. Since 2013, our holistic...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Agustina Suner, Daniela Gail
Company: Unilever
May 14, 2018

Research papers


Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Researchers will see the power that this type of new...

Catalogue: WM3 2007
Authors: Fiona Blades, Kathryn Parsons
Companies: Ogilvy, MESH Experience
June 3, 2007


Cracking the code of impactful advertisement: How to appeal to both gen z and grown-ups?

How to craft a TV copy that Gen Z would enjoy with you? A work on the excited neurons. In the 21st century, new scientific sources emphasize that what we know about how people decide may be challenged (Kahneman, 2011). A number of behavioral...

Catalogue: Congress 2017: Visionary
Authors: Yener Girisken, Secil Hasegeli Yagli
Company: ThinkNeuro
October 30, 2017

Research papers

Understanding from within

Many consumer and marketing research techniques have been adopted from other disciplines ranging from statistics to demography, from social sciences to studies in communication theories and economics. Yet a holistic approach, like ethnography, has...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Debi Prokash Basu, Dipesh Chakrabarty
September 1, 1996

Research papers

In touch with the spirit world

Many companies do branding studies. Many do segmentation studies. Both kinds of study provide extremely valuable diagnostic information to drive marketing strategies. Some companies even combine both in the same questionnaire. But very few studies...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Hilary Perkins, Paul Carney
March 30, 2003