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Research papers

Foresight semiotics

This paper focuses on a project carried out for Procter & Gamble by marketing semiotics agency Space Doctors to develop a new model of the acculturation process in the U.S. Hispanic market. The U.S. Hispanic culture today embodies a shift towards...

Catalogue: Congress 2006: Foresight
Author: Marina Anderson
Companies: Procter & Gamble, Space Doctors Ltd
September 17, 2006

Research papers

Mind voyager

Customer Insights before proceeding with product development or strategic planning are of key importance to brand and product managers.This paper describes a new research method utilizing the reformative developments on the Internet called Web 2.0....

Catalogue: Congress 2006: Foresight
Author: Andera Gadeib
Company: Dialego AG
September 17, 2006

Research papers

Designeffect

Until now designers, brand managers and researchers around the world had to do without a validated research instrument to predict effects of design.This paper explains how the Dutch Designers Association changed this by initiating and developing a...

Catalogue: Congress 2006: Foresight
Authors: Jos Vink, Gert Kootstra, Pieter van Ginkel
Company: Blauw Research
September 17, 2006

Research papers

Before the after-shock

Foresight and intuition are interlinked. This paper posits that foresight and prediction are a function of good and intuitive thinking on the part of researchers and research buyers.Intuition is our 'adaptive unconscious'. All of us have this...

Catalogue: Congress 2006: Foresight
Author: Anumita Sharma
September 17, 2006

Research papers

Starting from scratch

The road to conducting survey research that meets international standards is one not easily paved in Afghanistan.Violence, illiteracy in both urban and rural areas, segments of the population hostile to research, and cultural constraints on access to...

Catalogue: Congress 2006: Foresight
Authors: Rafiq Ullah Kakar, Matthew Warshaw, Zemarak Mohsini, Torpekay Habibzei
Company: ACSOR Surveys
September 17, 2006

Research papers

Merging minds and matter

The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers.It proposes segmenting consumers based on 'the cognitive mental process that underpin choice' and converging it with...

Catalogue: Congress 2006: Foresight
Authors: Manjima Khandelwal, Shuchi Sethi, Adam Murphy, Daniel Jenkinson
Company: Nielsen
September 17, 2006

Research papers

Defragment the consumer

Consciously or unconsciously, we systematically distort what we actually want to understand: the consumer.We often implicitly assume rational behaviour, neglect interdependencies and over-generalize from isolated findings. Most of all, we often...

Catalogue: Congress 2006: Foresight
Author: Florian Bauer
Company: IRIS Network
September 17, 2006

Research papers

Capitalizing

This paper details a practical example of CapitalizingTM, a research tool with an innovative method that estimates the brand's contribution to the market share and to the price of a product (or service). This application has been implemented for...

Catalogue: Congress 2006: Foresight
Authors: Damien de Ponthaud, Valerie Jourdan, Philippe Jourdan
September 17, 2006

Research papers

Foresight and innovation

Product innovations are developed for a future market with future consumers. Engineers and decision makers need to understand both to be successful. The paper shows an empirically based framework which systematically integrates the people dimension...

Catalogue: Congress 2006: Foresight
Authors: Katja Henke, Markus Buchwald, Thomas Perry, Oliver Tabino
Companies: Deutsche Telekom, SINUS Markt- und Sozialforschung GmbH
September 17, 2006