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Research papers

Distribution research (French)

It is contended that this field of market research is relatively neglected by practitioners. In a period of rapid changes in the whole framework of distribution it is vital that our expertise should be as developed in this field as in the other. If...

Catalogue: ESOMAR Conference 1960
Author: A. B. de Vos
June 15, 1960


Insights2020- Drive consumer centric growth

Research agencies risk disintermediation because of the rapidly changing context they operate in: i.e. an increase in direct-to-consumer touchpoints, competition from new data providers and more. The role of the research professional is polarising...

Catalogue: Congress 2015: Revelations
Authors: Steven Berkhout, Tom Wilms
Company: KANTAR TNS Malaysia
June 15, 2015

Research papers

Generating new product ideas

This paper attempts to review the contribution which market research can (and even occasionally does!) make to the initial, inventive, stage of new product development. In order to do this, research has been set into the context of all sources for...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Colin Greenhalgh
Company: KANTAR TNS Malaysia
August 1, 1971

Research papers

Hurry up! And wait! The road to research impact

This paper re-examines the role and management of Consumer Insights in major corporations. It tracks progress made in the intervening seven years towards more strategic, proactive role for research and analytics and ask why that progress appears to...

Catalogue: Congress 2016: #WOW
Authors: Simon Chadwick, Christine Barton, Ravi Dhar
September 22, 2016

Research papers

The nature and pattern of advertising and related research

The Marketing Communications Research Unit at Cranfield School of Management is currently conducting a long term empirical study of the Measurement of Advertising Effectiveness. It is sponsored by some 20 major organisations in the U.K., covering...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Authors: David Corkindale, Sherril Kennedy
June 15, 1973

Research papers

What consumerism means for market research

The purpose of this paper is to suggest some of the implications of this consumerist movement upon our own market research activities. I begin with a brief historical account of how it has developed in the United Kingdom - a development which is...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Peter Menneer
June 15, 1973

Research papers

The use of marketing research in large French companies (French)

One of the main problems concerning marketing research is that of the effective use of the results and their integration into the decision-making process. Although much effort has been devoted to the improvement of research methods, one has in...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Patrick Le Maire, Yves Evrard
September 1, 1974

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

Where does quality in research begin?

The main premise put forth in this paper is that most problems related to research quality in fact come from within the profession. As a result, the research profession must accept total responsibility for research which is less than top quality. The...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: David Smith
Company: Molson Coors
August 1, 1975