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Research papers

Speeding up innovation and squeezing more insights

Innovation research, crucial though it is to the process, takes significant amounts of time and can be a huge momentum killer, requiring four to six weeks for each round of results. When the results are less than hoped for, there is little or no time...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: John Kearon
Company: BrainJuicer
February 27, 2005

Research papers

Lunch break

This paper describes how to put together an innovative research design based on several contrasting perspectives and techniques, with the purpose of gaining new consumer insight and understanding in the school-lunch market in Norway.The ultimate goal...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Ole Petter Nyhaug, Jeanette Bergquist
February 27, 2005

Research papers

Creative brainstorming

'If you re not failing every now and again, it s a sign you re not doing anything very innovative.' Woody Allen.Woody Allen is an excellent example of an innovative thinker. He's provocative, controversial, and often misunderstood. This is because he...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: John Storey
February 27, 2005

Research papers

Measuring emotion in brand communication

The main purpose of this paper is to address these questions: how do emotions interact with and influence so-called 'rational' processes, which are more important in brand decision-making, and what are their contribution to innovation?The authors...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Peter Cooper, John S. Pawle
Company: QRi Consulting Ltd.
February 27, 2005

Research papers

Client-driven convergence of the market research, CRM and competitive intelligence industries.

This paper presents a case study of an Australian employer association, Australian Business Limited, that developed a leading-edge 'insights' capability by bringing together into a single, integrated team its market research, market and competitive...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: Helen Simpson
February 27, 2005

Research papers

N=No

This paper observes that the need for qualitative-based understandings of brand relationships is growing around the world as emerging markets grow, develop and fragment.At the same time it raises questions of how the global culture of qualitative...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: James Parsons
Company: Flamingo
February 27, 2005

Research papers

Steps towards a consumer-driven concept innovation machine for 'ordinary' product categories in their later lifecycle stages

This paper presents a research-driven approach to innovating product features in categories considered to be mature and low involvement.The approach begins with the identification of product features realizable by developers, works with consumers...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Howard R. Moskowitz, Kjell Oksendal, Michele Reisner, Bert Krieger
Company: Moskowitz Jacobs Inc.
February 27, 2005

Research papers

A market research training simulation

Market research training must form a part of marketers' educational programmes if we want them to employ and value it when they gain the reins of power as their careers progress. But how to do so in a manner that both excites and motivates them, when...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Jos Vervoort, Michael M. Roe
February 27, 2005

Research papers

Creativity on tap

Organisations that lack creativity will fail. Traditionally new product ideas have come from many sources both within an organisation, e.g. management brainstorming, or from outside the organisation through traditional marketing research techniques...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Clive Nancarrow, Jenny Clark, Lex Higgins, Martin Oxley
Company: KANTAR TNS Malaysia
February 27, 2005