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Research papers
What the buzz?!!
Our industry has now eagerly embraced the term 'Brand Buzz' but is this really a new concept at all, or just a re-branding of traditional brand health measures? In this paper, the authors examine the notion of Brand Buzz to provide robustness around...
Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Annette Druce, Kristin Hickey
Company: Ruby Cha Cha
September 15, 2010
Research papers
Anticipation marketing
When the Apple Store opened in Sydney recently, eager patrons queued in the cold to be among the first to claim this iconic brand experience. When Grand Theft Auto 4 was launched, Ebay demand was already at a record high before the first products...
Catalogue: Qualitative 2008: Consumer Choice
Authors: Ellen Baron, Paul Merrell, Kristin Hickey
Company: Ruby Cha Cha
November 20, 2008
Research papers
Research alchemy
This presentation examines the challenges involved in making excessive amounts of often disparate information relevant and practical to senior management.It illustrates a process for bringing together the worlds of qualitative, quantitative and...
Catalogue: Congress 2007: Excellence
Authors: Carl Nagle, Helen Williams, Kristin Hickey
Company: The Leading Edge
September 19, 2007
Research papers
The heart transplant
This presentation focuses on why the traditional consumer insights model fails to deliver to the greatest need of modern CEOs - namely, -'how do I get the consumer at the heart of my business to drive a competitive advantage?'Understanding the...
Catalogue: Congress 2005: Making A Difference
Authors: David Jenkinson, Derek Leddie, Kristin Hickey
Company: The Leading Edge
September 21, 2005
Research papers
Show me the money!
This paper examines the reasons why finding a robust and continuous measure of the value of marketing investment within a business remains an elusive topic. Terms such as return on marketing investment, brand value and intellectual assets are...
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Kristin Hickey, Simon Le Couteur
Company: The Leading Edge
September 14, 2003
Research papers
