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Research papers

Consumers at the heart of innovation

Consumers should be at the heart of client innovation initiatives. This paper provides brand owners with a fresh perspective when thinking about how to involve consumers in processes linked to innovation, to arrive at both cutting edge ideas for new...

Catalogue: Asia Pacific 2007
Authors: Helen Wing, Raymond Crook, Sunanda Brahma
March 12, 2007
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Citation

Wing, Crook and Brahma (2007a, March 12). Consumers at the heart of innovation . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/consumers-at-the-heart-of-innovation-


Research papers

Understanding and optimizing communications and the 'look'

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is to establish a 'co-creation' process whereby the...

Catalogue: Asia Pacific 2004
Authors: Barbara Itty, Howard R. Moskowitz, Alex Gofman, Madhu Manchaiah, Jonathan Marcus
Companies: MasterCard, Moskowitz Jacobs Inc.
March 28, 2004
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Citation

Itty, Moskowitz, Gofman, Manchaiah and Marcus (2004a, March 28). Understanding and optimizing communications and the 'look'. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/understanding-and-optimizing-communications-and-the-look-