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Research papers

What is the value of our car?

This paper explores ways of using value based segmentation to position car brands and models. It shows that both domain specific variables and general human values can be matched in a model that describes what car buyers seek in cars and how this...

Catalogue: International Automotive Marketing Conference 1998
Authors: Gerton Poot, Fred Schipper, Charles Engelaar
Company: Trendbox B.V.
June 15, 1998

Research papers

Scenario 2020

This paper is on expanding the use of market research outcome to a relatively new area, where market research data normally was only scarcely used. We are talking about the budding and maintenance of scenarios for the future. Since that particular...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Goos Eilander, Gerton Poot
Company: Trendbox B.V.
September 1, 1997