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Research papers

Glocalisation in Asia Pacific

This paper addresses the issues arising from an objective review of a dozen years observing and participating in brand building exercises in the Asia Pacific region. An examination of the way in which available budgets are deployed led to questioning...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Roger M. Brookin
Company: Unilever
June 15, 1992
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Citation

Brookin, R. M. (1992a, June 15). Glocalisation in Asia Pacific. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/glocalisation-in-asia-pacific


Research papers

The waking up of sleeping beauty flora by the kiss of prince researcher

A case history showing how a multifacetated methodology along with a close relation between research and marketing can contribute to strategic marketing decisions in the case of the salvation of a brand in an increasing competitive and changing...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Teresa Monjardino, Graça Galamba
Company: Unilever
June 15, 1991
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Citation

Monjardino and Galamba (1991a, June 15). The waking up of sleeping beauty flora by the kiss of prince researcher. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-waking-up-of-sleeping-beauty-flora-by-the-kiss-of-prince-researcher


Research papers

What are the national particularities that must be taken in consideration when developing new European products for the food sector?

The launch of multinational products onto national markets is tantamount, for each of these individual markets, to the introduction of a new product. While the success of any such launch depends on a number of factors, foremost among them is the...

Catalogue: Seminar 1990: New Product Development
Authors: Helene Karmasin, Konrad Schröder
Company: Unilever
June 15, 1990
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Citation

Karmasin and Schröder (1990a, June 15). What are the national particularities that must be taken in consideration when developing new European products for the food sector?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/what-are-the-national-particularities-that-must-be-taken-in-consideration-when-developing-new-european-products-for-the-food-sector-


Research papers

What I expect from my research department

What I would want from my Research Department is by definition dictated by what my company expects from market/consumer research. The key words in this respect are:- relevant- reliable- valid- cost effective research on the right time.

Catalogue: ESOMAR Congress 1989
Author: J. Ben F. Morel
Company: Unilever
September 1, 1989
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Citation

Morel, J. F. (1989a, September 01). What I expect from my research department. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/what-i-expect-from-my-research-department


Research papers

Typology versus segmentation

Recently psychographic characteristics have become en vogue to typify and to describe groups of people. How fruitful are these psychographic variables, these personal values and value-systems to describe people and to explain behavioural differences...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Authors: Theo M. M. Verhallen, Anthonie G. L. V. van Onzenoort, John Barzilay
Company: Unilever
June 15, 1989
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Citation

Verhallen, van Onzenoort and Barzilay (1989a, June 15). Typology versus segmentation. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/typology-versus-segmentation


Research papers

10 year's experience in using marketing models for new product development in Asia Pacific

Unilever has been actively launching new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing...

Catalogue: ESOMAR Congress 1988
Authors: Roger M. Brookin, Oscar Schneersohn
Company: Unilever
September 1, 1988
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Citation

Brookin and Schneersohn (1988a, September 01). 10 year's experience in using marketing models for new product development in Asia Pacific. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/10-year-s-experience-in-using-marketing-models-for-new-product-development-in-asia-pacific


Research papers

Brand/market models in the marketing decision process

This paper outlines the improved use of consumer panel data for marketing decisions by condensing them into quantified mathematical models describing the purchasing behaviour of consumers.

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Author: Manfred Müller
Company: Unilever
June 15, 1987
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Citation

Müller, M. (1987a, June 15). Brand/market models in the marketing decision process. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/brand-market-models-in-the-marketing-decision-process


Research papers

The practical issues of co-ordinating international research

Unilever is a major user of market research worldwide. Much of this it carries out for itself but it also buys in research from outside agencies. Nearly all the work is locally-commissioned and locally-funded, and there are relatively few...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: John Downham
Company: Unilever
June 15, 1986
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Citation

Downham, J. (1986a, June 15). The practical issues of co-ordinating international research. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-practical-issues-of-co-ordinating-international-research


Research papers

Can pretesting be validated?

In talking here about pre-testing we are not concerned with decisions about budget setting or about the choice of media, or about the various aspects of campaign scheduling. We are dealing exclusively with content, the design of the advertisements as...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?
Authors: John Downham, Tony Twyman
Company: Unilever
June 15, 1983
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Citation

Downham and Twyman (1983a, June 15). Can pretesting be validated?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/can-pretesting-be-validated-