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Research papers

The co-creation revolution

With the advent of Web 2.0, the belief that consumers now have in their own voice, in their own creativity and in their own ability to express themselves is becoming more apparent. They clearly no longer see themselves as just passive respondents...

Catalogue: Innovate 2008
Authors: Ana C.M. Medeiros, Andrew Needham
Companies: Unilever, Face
June 16, 2008

Research papers

The virtual sofa

Research conducted in the United States and Europe confirms that consumers are twice as receptive to communications while they are waiting (derval, 2007). this approach is called wait marketing, because consumers consider advertising in that specific...

Catalogue: Innovate 2008
Authors: Diana Derval, Mario Menti
Companies: GMI (Global Market Insite), DervalResearch
June 16, 2008

Research papers

Serious play

In light of the 3PS of Innovation Perspective, Process and Product, the focus of this paper and presentation will be two-fold: 1) Discussion of the experiences working to make research part of the innovation perspective, process, and products for...

Catalogue: Innovate 2008
Author: J. Alyson Bryant
Company: Viacom International Media Networks
June 16, 2008

Research papers

The network of favours

Our study describes and gives insights about a consumer-driven consumer touchpoint development: the network of favours, and helps to understand why it is important to use innovative techniques to drive innovation. The study is based on a real case,...

Catalogue: Innovate 2008
Authors: Genoveva Florovits, István Kozári, Marta Hoffmann
June 16, 2008

Research papers

Beyond benchmarking

How can scores from a concept tested in Germany be reliably compared with those from the same concept tested in China? Measured and true concept scores can widely vary between countries due to e.g. cultural response behavior, response styles, time...

Catalogue: Innovate 2008
Authors: Filip De Boeck, Kristof De Wulf, Annelies Verhaeghe
Company: InSites Consulting
June 16, 2008

Research papers

Building innovation

It may come as no surprise that research is seldom praised for its ability to nurture innovative ideas. We've interviewed some international and UK-based clients and creative agencies about their experiences of research in idea development, and...

Catalogue: Innovate 2008
Author: Lucy Blakemore
Company: Gravity Planning & Research Ltd
June 16, 2008