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Research papers

Co-design! Zero to final specification in three days

One of the most challenging problems in product innovation and marketing is hoe to accurately and quickly translate a brand's promise trough a product concept into a product specification. This case study provides an innovative solution to this...

Catalogue: Congress 2016: #WOW
Authors: David Lundahl, Menexia Tsoubeli
Company: InsightsNow, Inc.
September 22, 2016
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Citation

Lundahl and Tsoubeli (2016a, September 22). Co-design! Zero to final specification in three days. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/co-design-zero-to-final-specification-in-three-days


Research papers

Where does fragrance fit into the product concept?

The data reported here come from a much larger study involving the marketing language used with fragranced products. The goal of the original set of studies was to identify what language drove interest in a fragranced product, for a set of 30...

Catalogue: Fragrance 2007
Author: Howard R. Moskowitz
Company: Moskowitz Jacobs Inc.
November 14, 2007
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Citation

Moskowitz, H. R. (2007a, November 14). Where does fragrance fit into the product concept?. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/where-does-fragrance-fit-into-the-product-concept-


Research papers

Accident, fact or fiction?

This paper draws attention to the importance of perceived coherence between fragrance and concept - as expressed by name, pack, packaging, positioning, and advertising - and claims that products lacking such coherence, will encounter grave...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Barbara Busch
December 1, 1996
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Citation

Busch, B. (1996a, December 01). Accident, fact or fiction?. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/accident-fact-or-fiction-


Research papers

Marketing as an instrument for revitalization and development of old fortress

The authors proposed marketing oriented program for revitalization of the old medieval Sisak fortress. The main conclusions of research and modelling are: 1. Historical monuments of this kind should not be degraded through marketing revitalisation...

Catalogue: Seminar 1988: Travel And Tourism Research
Authors: Milos Graonic, Nenad Porges
May 4, 1988
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Citation

Graonic and Porges (1988a, May 04). Marketing as an instrument for revitalization and development of old fortress . ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/marketing-as-an-instrument-for-revitalization-and-development-of-old-fortress-


Research papers

Concept research in industrial products and advertising

The paper defines product-concept and the importance of its identification in new-product development. Whether consumer- or industrial-oriented, new-product success relies to an important extent on what the purchaser perceives in it as satisfactory...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Susana Tisler
June 15, 1986
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Citation

Tisler, S. (1986a, June 15). Concept research in industrial products and advertising. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/concept-research-in-industrial-products-and-advertising


Research papers

Are consumers able to understand concepts in the early stages of development?

The discussion group found it useful to divide the discussion into two parts: Part 1: Are consumers able to understand concepts in the early stages of development?;Part 2: Cost efficient methods.

Catalogue: Seminar 1979: New Product Development
Author: Michael Laric
October 1, 1979
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Citation

Laric, M. (1979a, October 01). Are consumers able to understand concepts in the early stages of development?. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/are-consumers-able-to-understand-concepts-in-the-early-stages-of-development-