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Research papers

Consolidating the role of market research in business decision by extending our skill set into business consultancy

This paper argues that much of the frustration with market research output centres on a failure to extend our skill set into business consultancy and thereby improve our ability to enhance the quality of information-based decision-making.By extending...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: David Smith
September 19, 2004
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Citation

Smith, D. (2004a, September 19). Consolidating the role of market research in business decision by extending our skill set into business consultancy. ANA - ESOMAR. Retrieved May 11, 2024, from


https://ana.esomar.org/documents/consolidating-the-role-of-market-research-in-business-decision-by-extending-our-skill-set-into-business-consultancy


Research papers

Product relevance as basis for market defragmentation and strategic decision-making

Fragmentation of consumer markets is a generally accepted phenomenon. Market segmentation models based on demographic features or lifestyle have become so complex that their value in the strategic decision making process of larger companies has...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Jeroen Rietberg, Philip Bird
September 19, 2004
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Citation

Rietberg and Bird (2004a, September 19). Product relevance as basis for market defragmentation and strategic decision-making. ANA - ESOMAR. Retrieved May 11, 2024, from


https://ana.esomar.org/documents/product-relevance-as-basis-for-market-defragmentation-and-strategic-decision-making


Research papers

A roadmap for developing an integrated, audience-focused, market research-driven organisation

Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization's focus on supply-chain management and the organizational structures employed. Further, market research managers...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Don E. Schultz, David Haigh, Heidi F. Schultz
September 19, 2004
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Citation

Schultz, Haigh and Schultz (2004a, September 19). A roadmap for developing an integrated, audience-focused, market research-driven organisation. ANA - ESOMAR. Retrieved May 11, 2024, from


https://ana.esomar.org/documents/a-roadmap-for-developing-an-integrated-audience-focused-market-research-driven-organisation


Research papers

Getting research noticed at the corporate top table

This paper provides a case study highlighting the rationale for and benefits achieved by the implementation of a client side, state-of-the-art market research department portal.Initiated to better recognize and manage research as a corporate 'asset'...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Ioannis (John) Dimopoulos, Daryl Maloney McCall, Jonathan Rabson
September 19, 2004
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Citation

Dimopoulos, McCall and Rabson (2004a, September 19). Getting research noticed at the corporate top table. ANA - ESOMAR. Retrieved May 11, 2024, from


https://ana.esomar.org/documents/getting-research-noticed-at-the-corporate-top-table


Research papers

Blind vision (2004 remix)

Blancmange ... this pop band's 1983 single inspired the title, highlighting the authors' belief that research to be very important - especially in illuminating and aiding better decisions.This 2004 version mixes together two potentially contrasting...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Myles Runham, Darren Noyce
September 19, 2004
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Citation

Runham and Noyce (2004a, September 19). Blind vision (2004 remix). ANA - ESOMAR. Retrieved May 11, 2024, from


https://ana.esomar.org/documents/blind-vision-2004-remix-


Research papers

Market research? Come on, this is serious!

Market researchers wish to bridge the current gap between market research and its use for business decisions.This paper argues that such a gap exists primarily due to the difference between the findings of market research that are focussed on the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Omar Mahmoud
September 19, 2004
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Citation

Mahmoud, O. (2004a, September 19). Market research? Come on, this is serious!. ANA - ESOMAR. Retrieved May 11, 2024, from


https://ana.esomar.org/documents/market-research-come-on-this-is-serious-


Research papers

Linking marketing decisions with consumer decision making

This paper expands on recent findings from cognitive psychology and related disciplines and argues that market researchers need to move their emphasis from understanding consumer perceptions and generalized motivations to a much more specific...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Alastair Gordon
September 19, 2004
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Citation

Gordon, A. (2004a, September 19). Linking marketing decisions with consumer decision making. ANA - ESOMAR. Retrieved May 11, 2024, from


https://ana.esomar.org/documents/linking-marketing-decisions-with-consumer-decision-making


Research papers

Stop writing reports!

The paper highlights and discusses successful alternatives to traditional research report writing in order to make qualitative research a better engine for decision-making. Three key factors for developing usable...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Author: Mary Lou Tierney
June 15, 2004
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Citation

Tierney, M. L. (2004a, June 15). Stop writing reports!. ANA - ESOMAR. Retrieved May 11, 2024, from


https://ana.esomar.org/documents/stop-writing-reports-


Research papers

The science of getting heard

Within the research industry much focus is rightly given to innovative design and creative solutions to meet changing information needs.Yet, no matter how advanced the research employed, too often key findings fail to command their due attention in...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Jeremy Garlick, Sharon Hodgson
October 26, 2003
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Citation

Garlick and Hodgson (2003a, October 26). The science of getting heard. ANA - ESOMAR. Retrieved May 11, 2024, from


https://ana.esomar.org/documents/the-science-of-getting-heard