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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

Research papers

Through revolving doors

It is a well-established fact that with maturing product categories and hyperactivity in the marketplace, a marketer needs to constantly evaluate the product’s position and offer relevant and unique consumer benefits. This is achieved either...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Neerja Wable, Sharmila Das, Harjyoti Ghai, Rajan Bhalla
October 28, 2001

Research papers

When is a coconut not a coconut?

This paper calls for a reading of advertising discourse in the context of this overwhelming cultural specificity. It is proposed that, to create semiotically relevant discourses, advertising will have to invoke the cultural backdrop and build it into...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Author: Seema Khanwalkar
October 28, 2001

Research papers

Who's afraid of the wolf?

The following paper illustrates a methodological tool that addresses children’s targets, in pre-school (5 - 6 years), and early-primary-school age (up to 8 years). It “facilitates” the gathering of useful-to-researcher indications, and...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Author: Viviana Codemo
Company: marea_marketing research & analysis
October 28, 2001

Research papers

Similarity and diversity in European attitudes

This paper draws mainly from the vast amount of qualitative work done for the European Commission since 1986 to provide a better understanding of what Europeans are, how they view Europe and the European Union, and what research reveals more...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Daniel Debomy, Melanie Bortun, Thomas Glaser, Ruben Mohedano
Companies: OPTEM, Data Media Ltd.
October 28, 2001

Research papers

Qualitative research and the Internet

Do not panic! The Internet does not mean that traditional qualitative approaches and techniques will suddenly be replaced or supplanted by unwelcome, lower-cost, lower-quality, inferior substitutes from the cyber-realm. Indeed, the Internet-fed...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Ray Poynter, Patricia Quigley
Company: KANTAR TNS Malaysia
October 28, 2001

Research papers

The Euro 2002 information campaign

In the realm of advertising and communications, international research can be (and often is) criticized for only “skimming the surface” or taking the lowest common denominator when researching creative work – particularly when dealing...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Anna Moody, Amman Werner
October 28, 2001

Research papers

The pantera project

This paper describes an Ethnographic study involving the universe of women in different parts of Brazil and that portrayed the way in which cultural, historical, geographical and social aspects were decisive in the relationship these women...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Paula Luz, Helena Palla
October 28, 2001

Research papers

CEOs have emotions too!

A brand's positioning and values have to touch enduring tangible and emotional needs if they are to work. This is as true in the business environment as it is in the consumer sector. Developing a positioning that is meaningful the world over...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Anna Ritchie, Sharon Dimoldenberg
October 28, 2001