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Research papers
The BMW Group co-creation lab
Co-creation platforms as a new instrument to permanently innovate with end consumers are introduced in this presentation, shedding light on the potential benefits of such platforms for both consumers and companies. How the platform facilitates the...
Catalogue: Innovate 2010: Innovation Detonation
Authors: Philipp Wiegandt, Gregor Jawecki, Volker Bilgram
Companies: HYVE, BMW Group
November 16, 2010
Research papers
The art of research narratives
There will be critical changes in the communication of research data over the next five to ten years, as corporations place increased value on successful research transfer.Entertainment methods of 'visual storytelling' will gather momentum as an...
Catalogue: Congress 2006: Foresight
Authors: Alec Bernstein, Laura Robin, Monika Zych
Company: BMW Group
June 15, 2006
Research papers
Brand intelligence
This paper will demonstrate how a comprehensive system of different market research study approaches can be used to gain in-depth insights into the complex phenomenon of a premium automotive brand. The complexity of brand research in the automotive...
Catalogue: Automotive 2006
Authors: Alexandra Stein, Wolfgang Breyer
Companies: GfK, BMW Group
February 27, 2006
Research papers
The art of research narratives
There will be critical changes in the communication of research data over the next five to ten years, as corporations place increased value on successful research transfer.Entertainment methods of 'visual storytelling' will gather momentum as an...
Catalogue: Consumer Insights 2005
Authors: Alec Bernstein, Laura Robin, Monika Zych
Company: BMW Group
November 15, 2005
Research papers
Brand contribution of car body types in the premium automotive market
This paper presents image research studies in the premium automotive market.It will be shown that the relevance of image dimensions of premium cars varies depending on what customers focus. If they look at premium car brands, there are other image...
Catalogue: ESOMAR Conference on Automotive Marketing 2004
Authors: Alexandra Stein, Ralf Rodepeter
Companies: GfK, BMW Group
March 1, 2004
Research papers
Market research for a new car concept
BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in...
Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange
Company: BMW Group
March 30, 2003
Research papers
Influence of brand positioning on the strengths of premium automotive brands
This paper describes the current situation within the German premium automotive market. It focuses on the contribution of strategic image research to successful brand management. In this context, the paper will reveal how success factors are...
Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Uwe Ellinghaus, Alexandra Stein
Companies: GfK, BMW Group
March 4, 2002
Research papers
Measuring up to your own standards
BMW (GB) Limited has been conducting Customer Satisfaction studies among new car buyers in Great Britain for about eight years. The prime objective of these studies has been to assess the strengths and weaknesses of both the product and the service...
Catalogue: International Automotive Marketing Conference 1994
Author: Nigel Topping
Companies: BMW Group, KANTAR TNS Malaysia
June 15, 1994
Research papers
