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Research papers

In touch with the spirit world

Many companies do branding studies. Many do segmentation studies. Both kinds of study provide extremely valuable diagnostic information to drive marketing strategies. Some companies even combine both in the same questionnaire. But very few studies...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Hilary Perkins, Paul Carney
March 30, 2003

Research papers

Market research for a new car concept

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange
Company: BMW Group
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

BRAINSqueeze

BRAINSqueeze is a rare client-side case study that went on to have real and effective business implications, influencing on-air, on-line, programming and marketing decisions. The findings provided a unique and valuable insight into the lives and...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Author: Jane Gould
Company: Viacom International Media Networks
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

Using ethnography and observation research to understand consumer behaviour in the retail aisle

In order to increase sales, it is important to understand what happens within the mind of the consumer while in the retail aisle.This paper describes research conducted for Black&Decker, Society Brass Collection among consumers while shopping for...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Barbara Foster, Max Ruckman, Cesar Carbajal
March 30, 2003