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Research papers

Being creative with creativity

This paper describes research that was conducted to inform the development of an interactive CD-ROM product designed to enhance the mathematical skills of eight to twelve year old children in a user environment that combines computerized gameplay...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Michael Cohen, Stacey Matthias
September 1, 1997
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Citation

Cohen and Matthias (1997a, September 01). Being creative with creativity . ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/being-creative-with-creativity-


Research papers

Relationship marketing and design participation

Relationship marketing is conveniently thought of as a means of building forms of customer loyalty which transcend preferences for particular products. This implies a conceptual divorce between the customer-supplier relationship and the process of...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Murray Clark, Anne Tomes, Peter Armstrong
November 1, 1996
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Citation

Clark, Tomes and Armstrong (1996a, November 01). Relationship marketing and design participation . ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/relationship-marketing-and-design-participation-


Research papers

The Libresse/Nana case 1990-1993

This paper describes the strategic marketing issues facing SCA- Molnlycke's feminine hygiene business in Europe during the first years of the 1990s, a period which meant dramatic changes to the category. The aim was to create one strong Eurobrand, a...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Ola Gejervall, Mats Persson
June 15, 1996
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Citation

Gejervall and Persson (1996a, June 15). The Libresse/Nana case 1990-1993. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/the-libresse-nana-case-1990-1993


Research papers

Factoring innovation together

Recent years have seen an increasing recognition in many Companies of the importance of effective and continued innovation for real growth. This leads to greater focus within Companies on the process adopted for new idea generation and the testing...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Cristina Guglielmini, Ivana Ventura
December 1, 1995
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Citation

Guglielmini and Ventura (1995a, December 01). Factoring innovation together. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/factoring-innovation-together


Research papers

Day-in-the-life-visits

Many information technology companies use marketing research as a reality check during product design and testing: research is used to evaluate the products, ascertain user/customer judgments, and the viability of user/customer interfaces....

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Deborah Mrazek, Norman Dyer, Susan Dray
September 1, 1995
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Citation

Mrazek, Dyer and Dray (1995a, September 01). Day-in-the-life-visits. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/day-in-the-life-visits


Research papers

Big deal

This is a quantitative analysis of the advertising philosophy of ten prominent people in Dutch advertising - five from big commercial firms, e.g.: Mora (Lever) and DE (Sara Lee), and five from big advertising agencies, e.g.: Saatchi & Saatchi and...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Marten Brouwer, Nina Binnendijk
September 1, 1995
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Citation

Brouwer and Binnendijk (1995a, September 01). Big deal. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/big-deal


Research papers

Backcasting when forecasting is unreliable

Experience in past and on-going scenario projects confirms our strong belief that the only way to provide real value to client organizations is to involve key managers in the project as early as possible. This not only enhances learning, but it also...

Catalogue: Seminar 1993: Marketing And International Research
Authors: Rafael Ramirez, Laurent Gatignol
June 15, 1993
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Citation

Ramirez and Gatignol (1993a, June 15). Backcasting when forecasting is unreliable. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/backcasting-when-forecasting-is-unreliable