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Research papers

Creative consumer

This paper is the story of the author's search for creative consumers, complete with investigations, detours, dead ends, findings and eventual breakthrough in identifying Creative Individualists, together with their intriguing implications and...

Catalogue: Innovate 2006
Author: John Kearon
Company: BrainJuicer
May 10, 2006
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Citation

Kearon, J. (2006a, May 10). Creative consumer. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/creative-consumer


Research papers

Decoding innovation

What is innovation? How can it be researched? Semiotics views innovation as a linguistic and cultural phenomenon. It offers a chance to identify what innovation means to its users and to consumers; how they know it when they see it; how they agree on...

Catalogue: Innovate 2006
Author: Rachel Lawes
May 10, 2006
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Citation

Lawes, R. (2006a, May 10). Decoding innovation. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/decoding-innovation


Research papers

Unravelling the diversity of the Indian market

India is, unequivocally, a diverse country. This paper takes a geographic zonal approach to unravel India's diversity because it serves as the most actionable way of studying the market, since most marketing action (i.e. media or distribution) can be...

Catalogue: Global Diversity 2006
Author: Sangeeta Gupta
Company: Nielsen
May 8, 2006
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Citation

Gupta, S. (2006a, May 08). Unravelling the diversity of the Indian market. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/unravelling-the-diversity-of-the-indian-market


Research papers

Building an Islamic brand

This paper explores the creation of a brand for Muslim audiences in the United Kingdom and globally. It illustrates some of the unique and unusual challenges that this task creates by using two case studies: Islamic Bank of Britain and Mecca Cola.The...

Catalogue: Global Diversity 2006
Authors: Alun Williams, Anjul Sharma
Company: Ipsos MRBI
May 8, 2006
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Citation

Williams and Sharma (2006a, May 08). Building an Islamic brand. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/building-an-islamic-brand


Research papers

Gay subculture

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase.It presents a significant opportunity to marketers to enter a new segment in itself, quite apart...

Catalogue: Global Diversity 2006
Author: Cliff van Wyk
May 8, 2006
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Citation

van Wyk, C. (2006a, May 08). Gay subculture. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/gay-subculture


Research papers

It's no more them and us- It's only us!

While the media focuses on the negatives of immigration, consumers react in predictable ways, blaming immigrants for many of the ills of European society. Nonetheless immigration is essential to Europe's future economy and its fundamental...

Catalogue: Global Diversity 2006
Author: Nic Hall
May 8, 2006
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Citation

Hall, N. (2006a, May 08). It's no more them and us- It's only us!. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/it-s-no-more-them-and-us


Research papers

Branding national assets amidst global diversity

Globalization trends and regional integration in Latin America have brought major pressure to define which national assets are unique and, therefore, how a country, its people and its economic profile can be characterized in order to ensure...

Catalogue: Global Diversity 2006
Authors: Fabián Echegaray, Leonardo Athias
Company: Market Analysis
May 8, 2006
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Citation

Echegaray and Athias (2006a, May 08). Branding national assets amidst global diversity. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/branding-national-assets-amidst-global-diversity


Research papers

The new generation of brand research

This presentation addresses two critical issues that are central to the successful measurement of brands and brand equity. First, a new framework for measuring brand equity is presented, combining Mind Power (the strength of the brand in the consumer...

Catalogue: Asia Pacific 2006
Authors: Rosie Hawkins, Shobha Subramanian
Company: KANTAR TNS Malaysia
March 19, 2006
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Citation

Hawkins and Subramanian (2006a, March 19). The new generation of brand research. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/the-new-generation-of-brand-research


Research papers

Asia: From the world's research back-office to the world's research strategic partner

This presentation shows a successful case history where a high-level market research company based in the United States 'trained' and then 'offshored' part of its complicated modeling systems, making its offshored supplier an essential part of its...

Catalogue: Asia Pacific 2006
Authors: Howard R. Moskowitz, Alex Gofman, Kedar Sohoni, Ashwin Mittal, Daniel Moskowitz
Company: Moskowitz Jacobs Inc.
March 19, 2006
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Citation

Moskowitz, Gofman, Sohoni, Mittal and Moskowitz (2006a, March 19). Asia: From the world's research back-office to the world's research strategic partner. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/asia-from-the-world-s-research-back-office-to-the-world-s-research-strategic-partner