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Research papers

How an Agile Community Approach Supported the Transition from Uncle Ben's to Ben's Original

In the summer of 2020, a myriad of racial injustices were thrown into the global spotlight thanks to the acceleration of the Black Lives Matter movement. Mars Food, already being aware of this movement, decided that it was time to evolve the...

Authors: Katie Kaylor, Patricia Van der Hart
September 27, 2023

Research papers

The New Marketing Renaissance

Is content still king? It is widely recognised that a well-defined media strategy is not enough to be effective. The message needs to be delivered via creative content that grabs a consumer?s attention, to build favourable brand associations that...

Catalogue: Congress 2023
Authors: Karin Haglund, Cajsa Wiren, Oliver Engist, Hugo Englund, Thomas Berthelsen
September 27, 2023

Research papers

Making sound decisions

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Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Joe Sauer, Lauren McGuire, Nic Thomas
Companies: Sentient Decision Science, Nissan Motor Co.
September 8, 2019


Making sound decisions

No More Sonic Trash! From phones to hospitals to cars, sound has the potential to vastly enhance our lives. Learn how to solve creative, human and business challenges with music and sound, from the de-facto thought leaders in sonic insight. 

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Lauren McGuire, Joe Sauer
September 8, 2019

Research papers

Brand identity management in the context of global brands

A brand is a complex entity, and brand perception is the result of multiple interactions. The authors identify requirements for successfully managing and developing the assets of a global brand. Examples are used to point out significant evolutions...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Caroline Ollivier-Lamarque, Isabelle Herbert Collet, Marc Carpentier
Company: Danone
October 28, 2001


Marketing and research today (May 1995)

In the previous issue of this Journal, the authors introduced the theoreticalside to semiotics. The major objective of this issue is to illustrate the separate items involved in semiotic applications. With a selection of concepts including the...

Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
May 1, 1995

Research papers

Reports of the death of brands have been greatly exaggerated

The paper criticises the widespread speculation following "Marlboro Friday" in 1993 that consumers have turned against brands and are increasingly motivated by price alone. Retailer power is a real phenomenon, but many of the other claims made about...

Catalogue: Seminar 1994: Building Successful Brands
Author: Paul Feldwick
June 15, 1994

Research papers

Beyond positioning

Advertisers working with retailers often find it difficult to differentiate them from competitors. The retailing mixes close that the bases of differences shrink. Advertising and communication now receives the task of creating this difference, a...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth
Author: Jean-Nöel Kapferer
June 4, 1986

Research papers

Body language in newspapers

This paper details the findings of an empirical study designed to investigate just how powerful newspaper headlines might be in terms of: 1) communicating signals that allow the reader to identify the title, in the absence of any other, formal,...

Catalogue: Seminar 1983: Publishing A Better Product
Authors: Brian Haworth, Colin Bowring
November 23, 1983