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Research papers

A new service transforms members of a club into clients of a company

A new product or service can open, for some corporations, the way of re-conquering a tired clientele, or attracting a new one. The Catalonian Automobile Club (Reial Automdbil Club de Catalunya), looked at itself, until 1985 and after 80 years of...

Catalogue: ESOMAR Congress 1987
Author: Susana Tisler
September 1, 1987

Research papers

Concept research in industrial products and advertising

The paper defines product-concept and the importance of its identification in new-product development. Whether consumer- or industrial-oriented, new-product success relies to an important extent on what the purchaser perceives in it as satisfactory...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Susana Tisler
June 15, 1986

Research papers

The predictive value of qualitative research

The objective of this paper is to illustrate the validity of qualitative research as a predictive tool. The predictive value of qualitative research and its possibilities of anticipating problem-solving is presented here as based on its own...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Susana Tisler, Juan S. Alós
Company: Ogilvy
June 15, 1986