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Research papers

Notre temps

The research project presented in this paper was articulated as follow: 1. Research for re-positioning (1980); 2. Following researches (up to 1987); 3. Other kinds of researches about non publishing products.The results of the programme were: 1....

Catalogue: Seminar 1987: Publishing For Optimum Profit
Author: Anne Coudreau
November 25, 1987

Research papers

Finding the cube route

The paper outlines the case history of Knorr seasoning cubes in Nigeria, from initial identification of an opportunity through mix development to brand launch. It examines the contribution of research, in pinpointing and evaluating possibilities,...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: David N. Aldridge, Arthur J. Shore, Michael Willey
June 15, 1983

Research papers

A manufacturer's view of promotions

In the case that I want to look at today, I plan to show how promotion was used in the successful development of a brand in a highly competitive market, and to describe an approach to measuring the value of a promotion both before implementation and...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Mike Fann
June 14, 1978

Research papers

Country casuals

The research described in this paper was instigated by Jaeger Limited and the Coats Eaton Group. The objective was to investigate the viability of marketing a new range of women's wear to the middle market, where it was felt there was a gap. The...

Catalogue: Seminar 1974: Fashion, Research And Marketing
Author: Mette Leaver
December 4, 1974

Research papers

Positioning

This paper describes a methodology : "creative motivation research" in which a group of consumers using non-verbal techniques in a prospective and goal-oriented setting are led to express their motivations, desires and fears concerning a product...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Udolpho van de Sandt
June 15, 1973

Research papers

Survey on the problems of transferring a brand from one Western European country to another

The common market is - despite all difficulties - a successful arrangement for the economic unification of Europe. Efforts to unify the supply of consumer goods to the European market, without riding roughshod over regional and national specialities,...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: J. Stolte
September 1, 1972

Research papers

Survey on the problems of transferring a brand from one Western European country to another (German)

The common market is - despite all difficulties - a successful arrangement for the economic unification of Europe. Efforts to unify the supply of consumer goods to the European market, without riding roughshod over regional and national specialities,...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: J. Stolte
September 1, 1972