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Research papers

Please don't make me think about thinking!

Typically, consumer flavour testing is conducted using a structured questionnaire. In general, Asian consumers tend to be relatively reserved and polite in their responses in some countries. We therefore collaborated in a neuro-physiological study...

Catalogue: Asia Pacific 2019
Authors: Siew Hoong Chan, Nasrin Shafeghat
Companies: MACROMILL, INC., Dentsu Macromill Insight
May 22, 2019
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Citation

Hoong Chan and Shafeghat (2019a, May 22). Please don't make me think about thinking!. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/please-don-t-make-me-think-about-thinking-


Research papers

Online research... and all that Jazz!

It is difficult, if not impossible, to determine the representative qualities of online data. The probabilistic models that once underpinned our research are re-visited. This paper takes a hard look at the use of behavioral profiling of respondents...

Catalogue: Online Research 2010: E-Universe
Authors: Steven Gittelman, Elaine Trimarchi
Company: Dentsu Macromill Insight
October 19, 2010
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Citation

Gittelman and Trimarchi (2010a, October 19). Online research... and all that Jazz!. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/online-research-and-all-that-jazz-


Research papers

Measuring the brand impact of search

This paper describes research undertaken to answer the questions 'What is the branding effect of search advertising and how does it compare with other media?' It is based on the measurement of the impact of search as part of a specific brand's...

Catalogue: WM3 2009: Change Is In The Air...
Authors: Jonny Protheroe, Mark Greenstreet
Company: Dentsu Macromill Insight
May 7, 2009
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Citation

Protheroe and Greenstreet (2009a, May 07). Measuring the brand impact of search. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/measuring-the-brand-impact-of-search


Research papers

The Kabuki dilemma

Contemporary brand building is no longer a one-way street where organizations vie for consumers' trust and action, but a dynamic, interactive process of conversation between brands, consumers and other stakeholders.Branding such knowledge assets...

Catalogue: Asia Pacific 2004
Authors: Shigeo Okazaki, Sean Corcoran, Shashank Tripathi
Company: Dentsu Macromill Insight
March 28, 2004
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Citation

Okazaki, Corcoran and Tripathi (2004a, March 28). The Kabuki dilemma. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-kabuki-dilemma


Research papers

Media insights

This paper analyzes respondents' free answers by utilizing text mining to clarify the influence of the rapid changes in media environment on consumers' media perceptions.

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix
Authors: Hiroki Noda, Naoko Katayama, Shu Akahane
Company: Dentsu Macromill Insight
June 18, 2003
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Citation

Noda, Katayama and Akahane (2003a, June 18). Media insights . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/media-insights-


Research papers

Asian youth and implications for marketing strategies

This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using survey results obtained from 1995 to 1997. Asian youth...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Mariko Yasue, Gu Xiang Wen
Company: Dentsu Macromill Insight
June 15, 1998
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Citation

Yasue and Wen (1998a, June 15). Asian youth and implications for marketing strategies. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/asian-youth-and-implications-for-marketing-strategies


Research papers

Advertising creative strategies in Asia

This paper gives an overview of consumers' evaluation of TV advertising expression in China and Thailand, and identifies the route and mechanisms which form their appreciation and attitude towards advertising. A number of denominators to increase the...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Fumie Tanaka, Mariko Yasue
Company: Dentsu Macromill Insight
June 15, 1998
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Citation

Tanaka and Yasue (1998a, June 15). Advertising creative strategies in Asia . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-creative-strategies-in-asia-


Research papers

Interactive advertisement in Japan

This paper discusses advertising using interactive mechanisms, above all, Internet-based advertising in Japan. The number of Internet users is sharply increasing in Japan as in other countries. With this increase, a large number of companies are...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Author: Toshiyuki Kitahara
Company: Dentsu Macromill Insight
June 15, 1997
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Citation

Kitahara, T. (1997a, June 15). Interactive advertisement in Japan. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/interactive-advertisement-in-japan


Research papers

China's generation III

Marketers who are establishing operations in China have only recently begun to understand the Chinese consumer. Though it has become easier to conduct marketing research, there are not many cases where the marketer decides on a marketing strategy...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Masaru Ariga, Mariko Yasue, Gu Xiang Wen
Company: Dentsu Macromill Insight
November 1, 1996
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Citation

Ariga, Yasue and Wen (1996a, November 01). China's generation III. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/china-s-generation-iii