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Research papers

GPS - Generating Perfume Sparkles by Global Positioning System

This paper describes the 'GPS' approach, which consists of defining the right target for the next perfume of the brand 'XYZ' and of point out the concepts to which this target is sensitive. The aim of GPS is to serve the development of perfume...

Catalogue: ESOMAR Fragrance Research Conference 2003
Authors: Patrick Duquesne, Frédéric Miedzinski
March 16, 2003

Research papers

If the future is grey, is the future bright?

The key focus of this study is to understand the impact of the ageing population on purchasing behaviour in FMCG markets. The authors attempt to determine whether purchase behaviour remains constant with age, focusing especially on store and category...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Andrew Czarnowski, Peter Gouw
Companies: KANTAR TNS Malaysia, GfK
March 30, 2003

Research papers

Insights at work

The Arabian Gulf region is unique in its near isolation from even rudimentary marketing efforts until the early 1970s. Over the last three decades, particularly the last ten years, the region has seen momentous changes, fundamentally impacting the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Vishal Tikku, Rajesh Parupalli
Company: Unilever
March 30, 2003

Research papers

A seat at the table

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Rachel Katz, Jeffrey Ewald, Chris Keeling, Howard R. Moskowitz, Laurent Florès, Matthias Silcher
Company: Moskowitz Jacobs Inc.
September 14, 2003

Research papers

The Kabuki dilemma

Contemporary brand building is no longer a one-way street where organizations vie for consumers' trust and action, but a dynamic, interactive process of conversation between brands, consumers and other stakeholders.Branding such knowledge assets...

Catalogue: Asia Pacific 2004
Authors: Shigeo Okazaki, Sean Corcoran, Shashank Tripathi
Company: Dentsu Macromill Insight
March 28, 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

Research papers

Radio: Is recent history destiny?

Radio has been 'repositioned' by TV as a 'less' effective medium for brand building. Media research often addresses the question 'How does radio as a medium differ from other channels?' instead of the more important question 'What can radio do for...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Author: Bill Ratcliffe
June 17, 2004

Research papers

Building the corporate brand

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as the 'brand'. The Wirthlin Values approach is used...

Catalogue: ESOMAR Conference on Financial Services 2005
Authors: Oliver Loch, Patricia Kidd
Company: Harris Interactive (Europe)
February 1, 2005

Research papers

Monitoring brand health

Within the Heineken Company the several world-wide operating companies (Opcos) were all responsible for monitoring brand health. Within recommended guidelines, each Opco could organize their own way, and particularly the change to increasingly...

Catalogue: Congress 2005: Making A Difference
Authors: Gert Jan de Nooij, Sjoerd Koornstra
Company: Heineken
September 21, 2005