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Research papers

Grasping the moment of truth

Classic automotive market research today is still very technology-oriented and product-driven. This typically becomes apparent in study designs which are rather detached from reality and everyday life, for example when car drivers are asked about...

Catalogue: Automotive 2008
Authors: Sigrid Schmid, Christoph Palmer
March 3, 2008
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Citation

Schmid and Palmer (2008a, March 03). Grasping the moment of truth. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/grasping-the-moment-of-truth


Research papers

A matter of belief

Differentiating own product from competitors is a classic demand for marketing. In the past, healthcare marketing had the privilege of being able to build on sound functional differentiations between products based on unique modes of action and...

Catalogue: Global Healthcare 2008: Consumer Choice
Authors: Patricia Blau, Sigrid Schmid
February 6, 2008
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Citation

Blau and Schmid (2008a, February 06). A matter of belief. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-matter-of-belief


Research papers

An ethnographic approach to consumer receptivity

This paper is based upon the findings of a qualitative research inquiring into processes of media receptivity in the face of consumers' increasingly unpredictable media usage patterns.A decisive aspect of this problem is the question of receptivity....

Catalogue: Worldwide Multi Media Measurement 2006
Authors: Sigrid Schmid, René Kaufmann
June 4, 2006
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Citation

Schmid and Kaufmann (2006a, June 04). An ethnographic approach to consumer receptivity. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/an-ethnographic-approach-to-consumer-receptivity