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Research papers

The battle for Europe

The paper discusses the role played by nationality in branding. Increasingly, European markets are a battleground for local brands, other European brands, and brands from the USA, Japan, and other countries. It is shown that consumers have strong...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Jon Wilkinson
September 1, 1992
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Citation

Wilkinson, J. (1992a, September 01). The battle for Europe . ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/the-battle-for-europe-


Research papers

Predicting sales

The paper discusses the application of sales prediction techniques to new product development in Latin America. It shows that in packaged goods product fields, both of the two mainstream methodologies, the Laboratory Test Market exemplified by...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Jon Wilkinson
May 5, 1991
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Citation

Wilkinson, J. (1991a, May 05). Predicting sales. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/predicting-sales


Research papers

Back to the future

The paper discusses the issues involved in creating and managing brands internationally. The growth of strong brands in their home market has historically been a long-term process which requires not only consistent, creative management, but also a...

Catalogue: Seminar 1990: Countdown to 1992
Author: Jon Wilkinson
June 15, 1990
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Citation

Wilkinson, J. (1990a, June 15). Back to the future. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/back-to-the-future


Research papers

Predicting the sales potential of new products

This paper reviews the applicability of the main current market research methods which attempt to predict the sales potential of a new product mix in the field of fast-moving consumer goods. The high costs and risks of new product development have...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development
Authors: Simon Godfrey, Jon Wilkinson
June 15, 1990
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Citation

Godfrey and Wilkinson (1990a, June 15). Predicting the sales potential of new products . ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/predicting-the-sales-potential-of-new-products-


Research papers

Predicting the sales potential of new products

The paper reviews the applicability of the main market research methods which predict the sales potential of new products in fast-moving consumer goods markets. In particular, it examines a class of techniques - Simulated Test Markets - usage of...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Simon Godfrey, Jon Wilkinson
June 15, 1983
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Citation

Godfrey and Wilkinson (1983a, June 15). Predicting the sales potential of new products. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/predicting-the-sales-potential-of-new-products