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Research papers

Why we have to change the language of market research

Market research is caught in a historic language trap. Our perceived discourse is 'scientific' and 'rational', at a time when clients are looking for 'insight' and 'creativity'. We will not finally shed our image until we break our codes, change our...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Monty Alexander, Virginia Valentine
September 22, 2002
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Citation

Alexander and Valentine (2002a, September 22). Why we have to change the language of market research . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/why-we-have-to-change-the-language-of-market-research-


Research papers

Ready, fire... aim

This paper argues that semiotic and cultural analysis is the best and quickest way to first assess what is going on in any marketplace, before embarking on any other kind of developmental consumer research. It shows why this form of investigation is...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Author: Monty Alexander
September 23, 2001
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Citation

Alexander, M. (2001a, September 23). Ready, fire... aim. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/ready-fire-aim


Research papers

Charting the cultural future of markets

This paper presents a framework for charting the cultural future of markets, from the standpoint of developing ‘culturally insured’ marketing strategy for a firm. It is drawn from our experience of having to forecast the cultural future of...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Rama Bijapurkar, Virginia Valentine, Monty Alexander
September 1, 1999
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Citation

Bijapurkar, Valentine and Alexander (1999a, September 01). Charting the cultural future of markets. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/charting-the-cultural-future-of-markets-5512


Research papers

Big talk, small talk

This paper outlines the semiotic/cultural analysis and qualitative research that went towards the creation of British Telecom's high- profile 'It's good to talk' advertising campaign. It charts the development of a culturally complex research and...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Author: Monty Alexander
June 15, 1996
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Citation

Alexander, M. (1996a, June 15). Big talk, small talk. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/big-talk-small-talk


Research papers

The myth at the heart of the brand

This paper adapts aspects of the work of anthropologist Claude Levi- Strauss for use in market analysis and research. The methodology has been pioneered by the author's company, and is regularly used by them in their analytical work. The paper...

Catalogue: Seminar 1996: The Big Brand Challenge
Author: Monty Alexander
June 15, 1996
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Citation

Alexander, M. (1996a, June 15). The myth at the heart of the brand. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-myth-at-the-heart-of-the-brand


Research papers

Charting the cultural future of markets

This paper presents a framework for charting the cultural future of markets, from the standpoint of developing culturally insured marketing strategy for a firm. It is drawn from our experience of having to forecast the cultural future of the Indian...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Monty Alexander, Rama Bijapurkar, Virginia Valentine
September 1, 1994
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Citation

Alexander, Bijapurkar and Valentine (1994a, September 01). Charting the cultural future of markets. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/charting-the-cultural-future-of-markets