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Research papers

Sense to sensuality

This paper reveals the "Holy Grail" of accurate forecasting and maximising brand positioning. The research, including the vehicle clinic, focus groups, brand image research (BVI®), forecasting model, and name testing, are described. The paper...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Carrin Merkel, Jeanette Deetlefs
March 4, 2002

Research papers

Skating on thin ice

Network operators have no claim on the final consumers. The consumer's relationship with the network is channelled through the service provider, and the consumer does not necessarily have to interact with the network.Yet fierce competition exists...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002
Author: Jeanette Deetlefs
October 20, 2002