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Research papers

Strategic use of trends in the youth market

The paper looks at the importance of a strategic approach to understanding markets, and the constant relevance of youth culture as an indicator of the long term development and impact of trends, not just for themselves now, but for their coming...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: David Cox
October 22, 1997

Research papers

Strategic use of trends in the youth market

Several years ago, I delivered a paper to an ESOMAR Congress on the subject of trends in the youth market. In it, I made a number of observations and predictions concerning patterns of young people’s behaviour over the forthcoming decade.

Catalogue: New Monograph Series Vol.9: Researching Youth
Author: David Cox
August 1, 2000

Research papers

Anticipate - don't just react

This paper describes the development and validation of a trendsetter segmentation model which provides the measurement of willingness to innovate and the potential for interpersonal influence on basis of four validation studies possible. The new...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Bernad Batinic, Andera Gadeib
Company: Dialego AG
September 22, 2002

Research papers

Developing the foundation for a new approach to understanding how media advertising works

Massive marketplace changes and several new research and analytical approaches have raised serious questions about 'how media advertising works' in the interactive, networked, global systems found in the 21st century media marketplace.Three new...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Don E. Schultz, Joseph J. Pilotta
June 16, 2004

Research papers

New consumption trends (German)

Lately, the headings "new consumption trends" and "change of paradigms" appear again and again to point out profound changes of consumer behaviour with important consequences for the entire market. The methodical prerequisite for the discovery of a...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Christoph B. Melchers
Company: IFM Mannheim
September 1, 1990

Research papers

How has the Internet changed research?

Marshall McLuhan said the 'medium is the message', but in the early days of online research the common call was that the Internet was just another data collection medium and that it was not going to change research, it was simply improving things...

Catalogue: Congress 2006: Foresight
Author: Ray Poynter
September 17, 2006

Research papers

Do I want to be beautiful?

Beauty has been of major concern to people since ancient times. Think, for example, of the Greek statues. But in the 21st century beauty seems to have become a hype. Perfectly styled female and male bodies and faces flood not only Playboy magazines...

Catalogue: Global Healthcare 2008: Consumer Choice
Author: Dieter Korczak
Company: GP Forschungsgruppe
February 6, 2008

Research papers

The main marketing (and research) problems of the communication industry (German)

After an introduction into the main problems of publishing today (selling on two markets, concentration, total competition, new technologies, etc.), the following work is subdivided into two main sections: 1. Marketing and research of the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Uwe Johannsen
June 15, 1972

Research papers

The paradox of 'the new qualitative research'

This paper reviews some features of the current state of qualitative research in the UK. The concept of the New Qualitative Research is defined in terms of a combination of volume, status and theoretical orientation. The authors fervently hope that...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Authors: Stephen Wells, Tony Lunn
June 15, 1986