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Research papers

There's no such place as Chindia!

Universal concepts like motherhood, beauty, achievement and power, which many of our clients' brands are built o, can mean very different things across cultures. As growth for global brands increasingly starts to come from culturally diverse Asian...

Catalogue: Asia Pacific 2013: Asia On The Move
Authors: Anjali Puri, Poonam V. Kumar
Company: KANTAR TNS Malaysia
April 7, 2013

Research reports

Band-aid "clear strip" product placement tests

Johnson&Johnson have produced a first - aid plaster incorporating a foam pad in a new, clear-strip form. The purpose of this research was to measure theacceptability of the product in comparison with the current flesh-colored band-aid and other...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1973

Research reports

Qualitative research on Phos ferine tonic wine in Jamaica

In broad terms, the objectives of this research were to assess whether the communication of Phos ferine can be boosted in order to compete effectively withWincarnis, or to become a major concept in its own right. Four or five advertising concepts...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1971

Research papers

Pavlov revisited

After the rapid and widespread emergence of online access panels, we are currently witnessing a new trend towards online custom panels that are specifically built, used and managed for research purposes of one company or its brand(s). This study...

Catalogue: Panel Research 2008
Authors: Bert Borggreve, Mike Friedman, Kristof De Wulf
Company: Kraft Heinz Company
October 24, 2008


Creative planet

Creativity is the very essence of marketing, the fuel for strong brands, and a spirit that propels business as whole. It’s potent stuff. But what we have known as creativity in the advertising industry is changing fast. We need to reconsider not...

Catalogue: Latin America 2014: Accelerating Growth
Author: Orlando Hooper-Greenhill
June 15, 2014

Research papers

Consumer versus pharmaceutical research

Pharmaceutical research is market research, just as consumer research is market research, and they are essentially the same type of activity applied to different fields. What this paper is concerned with is the position of pharmaceutical research in...

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Author: Paul Howard Berent
March 1, 1975

Research papers

The effects of economic and social changes on the children's market

The purpose of this paper is to discuss the effects in the UK children's market of the economic recession and its resultant social changes. It will consider how changing patterns in adult behaviour are handed down to children and how they react to...

Catalogue: Seminar 1978: Researching Children
Author: Shirley Greenberg
Company: Ogilvy
October 1, 1978

Research papers

Theoretical perfectionism in social research

The purpose of this paper is to discuss the theme "To what extent are there techniques which are specific to market research and to what extent are there techniques specific to 'social research'? What are the similarities and what are the...

Catalogue: Seminar 1977: Social Research
Authors: Simon J. Orton, Philip Crofts
December 1, 1977

Research papers

Quality versus quantity

The studies we want to speak about are: Firstly, a continuous quantitative observation of performance indicators from 1970 to 1975 mainly aimed at monitoring trends. The sample consisted of 400 representatively-selected radio and television dealers...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Hans-Joachim Büttner, Johanna Von Rónai-Horváth
September 1, 1978