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Research papers

Market research for a new car concept

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange
Company: BMW Group
March 30, 2003
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Citation

Suntook, Ellinghaus and Strange (2003a, March 30). Market research for a new car concept . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/market-research-for-a-new-car-concept-


Research papers

From customer research to CRM

Understanding the customer and the type of relationship customers wish to have is key to CRM. This means not only customer profiling and knowledge of customer behaviour but also insight into customer motivations and attitudes. Through effective...

Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: Farrokh Suntook, Chris Brooke
March 17, 2002
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Citation

Suntook and Brooke (2002a, March 17). From customer research to CRM . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-customer-research-to-crm-


Research papers

Research for the bottom line

Collaborative and ongoing work between The Dow Chemical Company and Total Research Corporation over a number of years has explored how organisations who measure customer perceptions can convert this information into influencing how customers...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Farrokh Suntook, David Gidney, Joan Fredericks, Tim Rey
September 23, 2001
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Citation

Suntook, Gidney, Fredericks and Rey (2001a, September 23). Research for the bottom line. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/research-for-the-bottom-line


Research papers

So what? So nothing! (Or putting yourself in your client's shoes)

I referred to the "agency or consultancy" side of the business, because there is no generally accepted definition of our business: are we market research agencies, are we marketing research consultants, are we research suppliers? Here, we are...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Farrokh Suntook
June 15, 1994
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Citation

Suntook, F. (1994a, June 15). So what? So nothing! (Or putting yourself in your client's shoes). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/so-what-so-nothing-or-putting-yourself-in-your-client-s-shoes-


Research papers

From customer service research to TQM

The paper we are giving this afternoon describes, in outline form, a case study which illustrates how research can be used as an integral part of a TQM programme designed to achieve improved customer satisfaction and, ultimately, an enhanced sales...

Catalogue: Seminar 1992: Business To Business Marketing
Authors: Farrokh Suntook, Lucy Szymanska
June 15, 1992
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Citation

Suntook and Szymanska (1992a, June 15). From customer service research to TQM. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-customer-service-research-to-tqm