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Research papers

Local jewels and global heroes

This presentation explores globalisation from a marketing and particularly brand management perspective.The Fusion Model distinguishes three different types of brands according to their heritage and link to local or regional cultures and history:...

Catalogue: Congress 2007: Excellence
Authors: Yijun Ma, David Lee, Ute Rademacher
Company: Ipsos MRBI
September 19, 2007
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Citation

Ma, Lee and Rademacher (2007a, September 19). Local jewels and global heroes. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/local-jewels-and-global-heroes


Research papers

Measure twice and cut once

Media planning should concern itself with measuring what matters most. This is not the number of media exposure since ad recall does not follow media consumption well, high share-of-voice is not efficient, and advertising does not work in a linear...

Catalogue: WM3 2007
Author: John Hallward
Company: Ipsos MRBI
June 3, 2007
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Citation

Hallward, J. (2007a, June 03). Measure twice and cut once. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/measure-twice-and-cut-once


Research papers

Noodles & pastas of Asia's evolving markets

This paper looks at the longitudinal analysis of different categories in Asia to understand how the market is evolving and to compare the direction of evolution with the European market. The aim is to arrive at the implications for the marketers to...

Catalogue: Asia Pacific 2007
Authors: Manish Makhijani, Nehal Medh
Companies: Ipsos MRBI, Unilever
March 12, 2007
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Citation

Makhijani and Medh (2007a, March 12). Noodles & pastas of Asia's evolving markets. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/noodles-pastas-of-asia-s-evolving-markets


Research papers

What's going on in your bedroom?

Can you imagine the response rate you would get as a 35 year old researcher asking an 18 year old girl if she would show you her bedroom? So when asked to develop a new retail concept for a furniture retailer we immediately understood we would need...

Catalogue: Retail 2007
Author: Philip De Wulf
Company: Ipsos MRBI
February 19, 2007
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Citation

De Wulf, P. (2007a, February 19). What's going on in your bedroom?. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/what-s-going-on-in-your-bedroom-


Research papers

Shoppers at the heart of multi channel strategy

This paper analyses the current purchasing behaviour of shoppers in 14 countries and, in particular, their usage of different channels (on-line and bricks and mortar, retail channels) and the implications this has for companies to develop...

Catalogue: Retail 2007
Authors: Mark Burgess, Susanne Goller
Company: Ipsos MRBI
February 19, 2007
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Citation

Burgess and Goller (2007a, February 19). Shoppers at the heart of multi channel strategy. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/shoppers-at-the-heart-of-multi-channel-strategy


Research papers

Coming to terms with emotions

Qualitative research often claims to also gather besides rational and functional business aspects the more emotional side of the coin: feelings, moods and emotions that are related to (consumer) perception, decision-making processes and (consumer)...

Catalogue: Qualitative 2006
Authors: Ute Rademacher, Kay Volker Koschel
Company: Ipsos MRBI
October 8, 2006
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Citation

Rademacher and Koschel (2006a, October 08). Coming to terms with emotions. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/coming-to-terms-with-emotions


Research papers

Response rates

This paper argues that truly active and fully beneficial panel management can only be achieved by identifying and exploring the various factors affecting response rates.Not only is a pragmatic approach to response rates the cornerstone of successful...

Catalogue: Panel Research 2006
Author: Andrei Postoaca
Company: Ipsos MRBI
October 8, 2006
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Citation

Postoaca, A. (2006a, October 08). Response rates. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/response-rates


Research papers

Toilet breaks

Life is one big story and as market researchers we make it our stock in trade to turn certain lives, the attitudes, behaviours and preferences that cascade in these lives into stories. As well as factual and relevant, we try to make them lively,...

Catalogue: Qualitative 2006
Authors: Anjul Sharma, Becky Lewis
Company: Ipsos MRBI
October 8, 2006
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Citation

Sharma and Lewis (2006a, October 08). Toilet breaks. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/toilet-breaks


Research papers

Towards better predictive programming

The authors argue that most predictive research methodologies are geared at reducing the number of variables needed for modeling and looking for direct causal relations.However, taking less direct causal elements into consideration and generating a...

Catalogue: Congress 2006: Foresight
Authors: Philip De Wulf, Mihir Warty, Emmanuel Verhagen
Companies: Ipsos MRBI, British Broadcasting Corporation (BBC)
September 17, 2006
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Citation

De Wulf, Warty and Verhagen (2006a, September 17). Towards better predictive programming. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/towards-better-predictive-programming