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Case studies

From co-creation to co-deployment: A case study on consumer segmentation

The collaboration of a multi-functional team, enabling marketers to connect with their key consumers in order to understand the role the NESTEA brand plays in consumer lives, is celebrated in this paper. Via applied ethnographic techniques, it was...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Murat Demiral, Wendy Mitchell
Company: RDSi
November 13, 2011
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Citation

Demiral and Mitchell (2011a, November 13). From co-creation to co-deployment: A case study on consumer segmentation. ANA - ESOMAR. Retrieved May 02, 2024, from


https://ana.esomar.org/documents/from-co-creation-to-co-deployment-a-case-study-on-consumer-segmentation


Research papers

Breaking free from the testing mentality

Attending seminars and conferences on 'European' advertising and brands, Levi's is often quoted as an example of how pan-European marketing campaigns can work across Europe. The objective of this paper is to provide a brief insight into the way in...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Kirsty Fuller, Martin Rippon
Companies: RDSi, Levi Strauss & Co.
June 15, 1994
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Citation

Fuller and Rippon (1994a, June 15). Breaking free from the testing mentality. ANA - ESOMAR. Retrieved May 02, 2024, from


https://ana.esomar.org/documents/breaking-free-from-the-testing-mentality