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Research papers

A paper on toilet paper

The history of the search for the quality of life, just like the history of civilization - although unfortunately the two histories rarely coincide - can be written from two different points of view. Looking at things on a grand scale, considering...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Marco Vecchia
September 1, 1996

Research papers

Cultural and lifestyle influences on tv viewing

Out-of-home viewing has been documented in a number of studies. Much of this research has been conducted in the U.S., most recently in 1994. That study confirmed that there is a considerable amount of viewing in locations which are not measured by...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Authors: Gerhard Graf, Horst Stipp
June 15, 1996

Research papers

Polo Jeans Company

The Polo Jeans Company is a new division of Polo Ralph Lauren with a line-up of jeans and casual wear designed to attract the youth market. First launched in the United States in 1996 the Polo Jeans Company was introduced to the Canadian market at...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: Melinda Head, Bénédicte Cohen, Stanley Marcovici
Company: Head Research Inc.
October 22, 1997

Research papers

Ford's multicultural strategy

Ford of Canada has approached the problem of a heterogeneous Canadian market with a great deal of sensitivity. Historically, Ford has not been as successful matching its penetration of the Quebec market to levels obtained in the rest of Canada. This...

Catalogue: Ethnic Marketing 2000
Authors: R. Scott Evans, Pat Richards
July 1, 2000

Research papers

Wee yet mighty: Latin America's kids

Children are direct consumers of a series of products, in addition to influencing the purchase of certain products and services consumed in their homes. The influence they exert or their consumption habits are not identical across the different...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004
Authors: Mónica La Madrid, Telma Urich
Company: Markwald La Madrid & Asociados
April 18, 2004

Research papers

Kaleidoscope project

This paper describes the methodological relevance of ethnography in the development of an integrated communication strategy for both Brazil and Mexico, taking into consideration the cultural distance between these two countries.The results of a study...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Richardson Nelson, Andréa Lima, Paula Luz
October 24, 2004

Magazines

Research World (April 2005)

MR too has become increasingly international. The process of adapting the organisation, the concentration and the growth of international research has been client-driven. But just how well does the industry handle diversity in 2005? For several years...

Catalogue: Research World 2005
Author: ESOMAR B.V.
April 1, 2005

Research papers

Strategic planning across Europe

Western Europe, viewed from overseas, appears to be a homogenous group of countries linked in harmonious union. Nine countries are linked, politically and economically through the European Economic Community and a further six through E.F.T.A. - The...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Authors: Roger Sargood, Malcom R. Mather
Company: Gallup International Association
June 15, 1983

Research papers

Common market, uncommon cultures

This paper attempts to quantify some of the key differences and similarities between European countries through comparative empirical data, and to suggest some common threads. It compares first the different media environments and different...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Steven Barnett
June 15, 1990