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Research papers
Monitoring brand health
Within the Heineken Company the several world-wide operating companies (Opcos) were all responsible for monitoring brand health. Within recommended guidelines, each Opco could organize their own way, and particularly the change to increasingly...
Catalogue: Congress 2005: Making A Difference
Authors: Gert Jan de Nooij, Sjoerd Koornstra
Company: Heineken
September 21, 2005
Research papers
The emotional drivers of advertising success
This presentation integrates the models of neuroscience with empirical evidence from Millward Brown's brand and advertising studies.It demonstrates the power of emotion in marketing, and why it is so powerful, but also shows the need for a balance of...
Catalogue: Congress 2005: Making A Difference
Author: Graham Page
Company: KANTAR TNS Malaysia
September 21, 2005
Research papers
A fresh approach to concept testing
With large companies committed to organic growth, innovation is once again central to their mission and the need for concept screening and testing greater than ever.These companies face huge budget pressures while maintaining the 'consumer's voice'...
Catalogue: Congress 2005: Making A Difference
Author: John Kearon
Company: BrainJuicer
September 21, 2005
Research papers
Boardrooms in bathrooms
The premise of this presentation is that understanding the leaders of the client community and obtaining their endorsement and accolades is necessary for market research to come out of the shadow where it currently exists.The presentation examines...
Catalogue: Congress 2005: Making A Difference
Authors: Sangeeta Gupta, Anjali Puri, BV Pradeep
Company: Nielsen
September 21, 2005
Research papers
Brain branding
Advances in brain science now make it possible to measure a brand's impact on consumers' unconscious emotions and decisions.This presentation shows how these advances can be translated into real-world services for brand equity and brand management...
Catalogue: Congress 2005: Making A Difference
Authors: Annette Asp, Steven Quartz
September 21, 2005
Research papers
Igniting innovation in researchers
Innovation and differentiation are the buzzwords in any client organization - and if market research is looked upon as lacking the ability to provide creative solutions - or, even worse, as killing the creative spark - then we as an industry are in a...
Catalogue: Congress 2005: Making A Difference
Authors: Shashikala Raj, Anjali Puri, Tara Prabhakar
Company: Nielsen
September 21, 2005
Research papers
