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Research papers

Research can be innovative too

This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those consumers with the highest likelihood of being...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Richard Herbert, Mahmoud Aboul-Fath
Company: Procter & Gamble
September 22, 2002
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Citation

Herbert and Aboul-Fath (2002a, September 22). Research can be innovative too . ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/research-can-be-innovative-too-


Research papers

Copy research... who needs it?

This paper argues that a holistic assessment of the conceptual appeal and the persuasive power of a piece of copy is best made by the ultimate consumer rather than an inward looking "expert opinion” as sometimes suggested by people in the...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Author: Mahmoud Aboul-Fath
Company: Procter & Gamble
January 1, 1994
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Citation

Aboul-Fath, M. (1994a, January 01). Copy research... who needs it?. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/copy-research-who-needs-it-


Research papers

What advertisers expect from TV audience research and what they actually get

To get us started on this workshop I propose to ask six basic questions to which I also propose some answers. I do not expect that all of you will necessarily agree with the suggestions and proposals I will be making, but that should certainly ensure...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: Mahmoud Aboul-Fath
Company: Procter & Gamble
June 15, 1992
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Citation

Aboul-Fath, M. (1992a, June 15). What advertisers expect from TV audience research and what they actually get. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/what-advertisers-expect-from-tv-audience-research-and-what-they-actually-get


Research papers

Ariel high suds detergent in Egypt

Ariel High Suds Detergent in Egypt enjoys very high awareness, a continually growing user base and an excellent image. In fact, three years after launch, the brand has become the leader in its category. However, the brand did not have a smooth start....

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Authors: Mahmoud Aboul-Fath, Loula Zaklama
Companies: Procter & Gamble, RadaResearch & Public Relations Company
June 15, 1992
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Citation

Aboul-Fath and Zaklama (1992a, June 15). Ariel high suds detergent in Egypt. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/ariel-high-suds-detergent-in-egypt