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Research papers

Don't take action based on this paper

What's UP? Ever thought about UP; Why you speak up in meetings when a hot topic comes UP but at other times you shut UP, make up excuses, so as not to stir UP trouble? And is your communication more like researchers walk into a bar... or rather...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Maya Bourdeau, Jiao Zhang, Omar Mahmoud
September 15, 2010

Research papers

Predicting the future principles for forecasting almost anything

Market researchers should reapply principles and practices from other domains in order to address the many challenges they face in their own businesses.This paper illustrates the diverse range of forecasting practices in use across a broad range of...

Catalogue: Congress 2006: Foresight
Authors: Omar Mahmoud, Vinay Ahuja
Company: Procter & Gamble
September 17, 2006

Research papers

Market research? Come on, this is serious!

Market researchers wish to bridge the current gap between market research and its use for business decisions.This paper argues that such a gap exists primarily due to the difference between the findings of market research that are focussed on the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Omar Mahmoud
September 19, 2004

Research papers

The operation was successful but the patient died

Most new products fail. Failure is attributed to the proposition (weak advertising, parity product, high price, etc.) or to the marketing plan (inadequate media, low distribution, etc.). This interpretation does not explain why failures continue in...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Omar Mahmoud
Company: Procter & Gamble
September 22, 2002