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Research papers
It's what inside that counts
This paper offers a case history on understanding local positioning of an international whisky brand in eight Eastern European countries and how this was adapted in line with global thinking and implemented locally. It covers the key issues and...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Jane Reid, Steve Crompton
Company: KANTAR TNS Malaysia
September 23, 2001
Research papers
Beyond data gathering
The authors of this paper argue that the rise of new technologies such as databases and the Internet offer both new challenges and opportunities to the market research industry. At a time when CRM is reported to have grown more than 30% a year with...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Laurent Florès, Rex Briggs
September 23, 2001
Research papers
Exploratory consumer buying behaviour
Successful marketing today requires continuous identification of those consumer groups that are more open-minded towards new or relaunched products and services. Those persons â frequently characterised as âearly adoptersâ or...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Harald Hasselmann, Roland Helm
Company: Ipsos MRBI
September 23, 2001
Research papers
Agent based models
Tipping points occur at that moment when news of a brand begins to spread in an infectious manner throughout the marketplace. Advances in science and computation are transforming the manner of finding insight to consumer activity. From this...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Author: Bruce Grey Tedesco
September 23, 2001
Research papers
The research industry's waning relationship with the respondent
This quantitative study of 802 survey responders and non-responders from around the world examines the general publicâs acceptance of survey research. Key findings include: the importance of incentivization is increasing; poorly constructed...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: William MacElroy, Ed Erickson, Mary Monroe, Donna Victoria, Fred Bové
September 23, 2001
Research papers
Marketing transformation
In this ESOMAR Congress 2001 with its theme Marketing Transformation we have an opportunity to examine how well market researchers are responding to the changes taking place in society, the world of business and to the structure, and techniques, of...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Author: David Smith
September 23, 2001
Research papers
Transformation in research
This paper, drawing on both historical analysis of various aspects of the market research industry, together with original global research, addresses the issue of whether the market research industry will continue to follow our historic pattern of...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Bill Blyth, Trevor Richards
Company: KANTAR TNS Malaysia
September 23, 2001
Research papers
ZOOM! Creating new interactive media platforms for children
This paper examines how WGBH and Applied Research and Consulting LLC conducted collaborative research that identified strategies for transforming ZOOM, a highly successful 1970s children's educational television show, into one of the most exciting...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Kate Taylor, Michael Cohen, Pat Tobin, Pamela Laws
September 23, 2001
Research papers
