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Research papers
Contextual actions speak louder than words
Context is everything! The impact of context on human behaviour has been widely demonstrated in numerous experiments, both academic and marketing related. People donât always do what they say because they generally donât have a clue what...
Catalogue: Congress 2015: Revelations
Authors: Jasper Scheir, Sjoerd Koornstra
Company:
October 1, 2015
Research papers
Nature VS. nurture: Can you change your innovation's destiny?
When it comes to innovation, what side of the nature vs. nurture debate are you on?While some marketers like the late Steve Jobs believe that a new product idea is either good or bad and success will follow accordingly, others believe different...
Catalogue: Congress 2014: What Inspires?
Authors: Helen Wing, Lee Markowitz, Lucy Balbuena Robles, Paul Crowe
Company: Ipsos MRBI
September 10, 2014
Research papers
Screening successful new products around the world
This paper presents the results of what we believe is the first such experiment to be publicly reported: simultaneously testing five actual new product concepts in four countries around the world. What makes this experiment unique is that since the...
Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Steven Jagger, Robert J. Wilk, Jeffrey L. Pope, Pablo Jose Rivera
September 1, 1990
Research papers
Through the eyes of the customer
In the UK, the re-design of bank and building society branches is currently in vogue. Many financial institutions are re-evaluating the role of their branches as a distribution channel and beginning to consider themselves as financial retailers with...
Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research
Authors: David Riley, Patricia A. Knott
June 15, 1992
Research papers
How computer aided design and presentation of concepts speeds up the product development process
This paper presents a new technology, IdeaMap, designed to accomplish 4 objectives: a) Significantly increase the scope of elements that one can investigate to build improved concepts, b) Improve the speed at which the consumer data is analyzed and...
Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future
Authors: Derek C. Martin, Howard R. Moskowitz
Company: Moskowitz Jacobs Inc.
September 1, 1993
Research papers
Factoring innovation together
Recent years have seen an increasing recognition in many Companies of the importance of effective and continued innovation for real growth. This leads to greater focus within Companies on the process adopted for new idea generation and the testing...
Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Cristina Guglielmini, Ivana Ventura
December 1, 1995
Research papers
Brand effect
Although manufacturers invest a lot of resources to develop their brand, removing the 'brand effect' is sometimes necessary to get a more objective view of the product characteristics. During Car Clinics, the brands' promises can be so strong that...
Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Claudia Chin, Simon Wilson, Nathalie Sannino
March 4, 2002
Research papers
Live without fear
The paper is a case study of the ABN-AMRO Freedom credit card, born of a journey of understanding the consumer using a multi-pronged and iterative process.The research exercise involved studying the cultural context of saving and finance;...
Catalogue: ESOMAR Conference on Financial Services 2005
Authors: Sangeeta Gupta, Vasantha Kumar, Madhumita Chakraborty
Company: Nielsen
February 1, 2005
Research papers
