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Research papers

Breathing life into research data

Markets are becoming ever more competitive with new brands competing for consumers' share of mind and heart. Building a relationship with consumers is a challenge facing all organisations but particularly so in the case of Emergent Drinkers ...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Shirley Acreman, Louise Bahns
September 1, 1999

Research papers

Understanding the public radio listener and subscriber

The following paper demonstrates how applied research conducted with Public radio listeners was used to expand listener appeal and increase binding opportunities for a leading public radio station in New York City. By using research to construct...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage
Authors: Michael Cohen, Sarah Peterson
June 15, 1999

Research papers

The value of women's magazines for advertisers

This study aims at analysing some of the most important Italian magazines for women. The survey investigates ten publications through a semiotic methodology and presents their positioning and features that makes each magazine absolutely unique -...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Authors: Paola Furlanetto, Giulia Ceriani
Company: Ipsos MRBI
June 15, 1999

Research papers

Is qualitative research truly developing or is it declining? (Spanish)

This document makes a dissertation on the perception current in Mexico from the assessment, definition and utilization from the investigation qualitative: The same invites to the reflection on the conception from a investigation more engaged and less...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Ernesto Reyes Escobedo
June 15, 1997

Research papers

A new approach to old questions

The method, described at some detail in the paper, can be briefly summarised as having people act as their own editor. After being shown selected audio visual stimulus respondents are provided with transcripts, still photos, and actual programme...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Brent Macgregor, David E. Morrison, Michael Svennevig
December 1, 1995

Research papers

Beyond focus groups

The purpose of the paper is to explain a new method - editing groups - of understanding viewers' response to programmes. The paper begins by questioning the claims that qualitative researchers make for research using focus groups. It argues that,...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Authors: Andrea Millwood Hargrave, Brent Macgregor, David E. Morrison
May 1, 1994

Research papers

Self discovery

This paper presents the case that a voyage of "self discovery" is the key to getting a new message, representing changed values, over to staff. Success comes only when staff truly understand the rationale behind the change and the benefits of it....

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?
Author: Simon L. Jones
June 15, 1993

Research papers

Advanced research methods on a level with the advanced consumer

This paper presents two workshop methods that will be discussed with regard to the operating phases of the method as well as to the background, the importance and the results of these phases. It will deal with the background of the development and...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Authors: Jette Heide, Birgitte Gad, Frede Jorgensen
June 15, 1990

Case studies

How marketing research contributed in Sr-bank's creation of a USP (Unique Selling Package) towards the youth segment (18-30 years of age)

The paper concentrates on how marketing research techniques have been guidelines in the process of developing pioneering bank-marketing strategies directed to the segment 18-30 years of age. Although the communication aspect is emphasised in the...

Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally
Author: Geir Sandgren
June 15, 1982