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Research papers

Building a symbol character

This paper reviews the research work developed for the Telefonica Super 15 campaign launch in Brazil.In the study, the advertising agency, the client and the research institute managed to create a symbol character along the different research stages...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Ana Helena Meirelles Reis, Maria Pia Bussoloti, Vera Ferraz
November 10, 2002
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Citation

Meirelles Reis, Bussoloti and Ferraz (2002a, November 10). Building a symbol character. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/building-a-symbol-character


Research papers

Laddering

The study aims to demonstrate, first, the importance of a data assembly and analysis technique called “laddering” to the detection of subjective values associated to a product, brand or packaging; and secondly, from experience with the use...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Ana Helena Meirelles Reis
June 15, 1997
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Citation

Meirelles Reis, A. (1997a, June 15). Laddering. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/laddering