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Research papers
Using latent class mixture models to develop tomorrow's winning products today
Identifying unmet customer needs is critical for developing breakthrough new products and services. This paper discusses why current market research techniques, especially focus groups and one-on-one interviews, are incapable of identifying unmet...
Catalogue: ESOMAR Telecommunications Marketing Conference 2004
Author: Albert Fitzgerald
November 7, 2004
Research papers
Big families
The past century was marked by the birth of nearly every brand we know and consume today. In the 21st century, on the other hand, brands will multiply their portfolio into different products and services. It is going to be the era of brand...
Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Jaime Troiano, CecÃlia Russo
October 24, 2004
Research papers
From CS to CRM
Although market research firms strive to be more integral to their client's business process, several fundamental characteristics inherent to the way market research is conducted today represent barriers to this integration.New technologies are...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Vanessa Oshima, Mark Ferris
September 19, 2004
Research papers
Strategies for growth
As an industry, market research is well placed to meet one of the most pressing needs of the modern company's CEO - understanding how to grow the business.To do this, however, requires a different approach to using consumer data. This paper examines...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: John Madell
September 19, 2004
Research papers
Perceptions of research in Latin America
We are facing a scenario in transition, in Latin America.What is becoming more important in our activity? What is becoming irrelevant? What is expected from market research? Are we fulfilling the current needs of the clients? In what direction is the...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Ney Luiz Silva, Nelsom Marangoni
September 19, 2004
Research papers
The importance of integrating the research supplier into the client's team, for optimum value
Competition among businesses is becoming fiercer and the stakes are getting higher. This competition has been accentuated by fewer barriers to entry for new competitors, increasingly thinner margins for many companies, and the increased reliance on...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Brian Fine, Serdar Avsar
September 19, 2004
Research papers
