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Research papers

Reality meets expectation

The presentations this morning will give you, what I would call, a more detailed flavour of Latin America. When you intend to market consumer goods in Latin America, you should really forget about your experience in Europe. As you probably have...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Cees de Soet
Company: Heineken
September 1, 1992

Research papers

Predicting brand decisions through emotional engagement

This paper brings into perspective the need to combine new research approaches with traditional ones. This will enable us to answer new and old questions, create innovative approaches using new technologies, and deliver more creative ways of...

Catalogue: Congress 2011: Impact
Authors: Rafal Ohme, Cristina De Balanzó, Henk Eising
Companies: KANTAR TNS Malaysia, Heineken
September 18, 2011

Case studies

A case study illustrating the John Gordon approach

The food trade in the Netherlands tries to make food distribution more efficient by introducing shelf space allocation systems and re-stocking systems. Systems were developed, some focus primarily at shelf allocation, others at re-stocking. Wrong...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers
Author: Albert F. Veldkamp
Company: Heineken
August 1, 1975

Research papers

Monitoring brand health

Within the Heineken Company the several world-wide operating companies (Opcos) were all responsible for monitoring brand health. Within recommended guidelines, each Opco could organize their own way, and particularly the change to increasingly...

Catalogue: Congress 2005: Making A Difference
Authors: Gert Jan de Nooij, Sjoerd Koornstra
Company: Heineken
September 21, 2005

Research papers

Designing the club of tomorrow

The global design project of Heineken, 'Open Design Explorations Edition 1: The Club' invited talented emerging designers from around the world to co-create the club of tomorrow. A three-week Market Research Online Community (MROC) with 120...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Filip De Boeck, Henk Eising, Caroline Van Hoff, Tom De Ruyck
Companies: InSites Consulting, Heineken
September 13, 2012

Research papers

Preface

The objective of this seminar was to underline the value of the team-effort between user and supplier.

Catalogue: Seminar 1976: International Market Research
Author: A. F. Velokamp
Company: Heineken
April 1, 1976