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Research papers

Breach the innovators' final frontier

This paper addresses the values of, and applications for, a new qualitative research approach that uncovers consumers' innermost emotional drivers for product and brand choice. It is also an innovative process that encourages participants to be truly...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Karin Wood, Mick Williamson
November 10, 2002

Research papers

To find opportunities in the youth market

This paper will be presented by Yo! (Youth Opinion International). With contributions from CWA Ltd (UK); the Institut de l' Enfant (France) and Research Data Inc (USA). The paper will draw upon a long history of child and youth research in our...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?
Author: Mick Williamson
June 15, 1992

Research papers

The co-ordination of the research and creative functions in a large advertising agency

Ogilvy & Mather Limited is a large UK advertising agency, part of a group which includes large agencies in three other countries with smaller offices in a further three countries. Six months ago the London agency reorganised the way in which...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Mick Williamson, Julia Ann Burdus
Company: Ogilvy
June 1, 1966