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Research papers

Experience of bringing multinational companies on shore

Unilever markets over 1000 brands of packaged consumer goods in seventy five countries. This activity accounts for three quarters of its global sales. Its well-tried market development strategy has been systematically applied to the Arabian Peninsula...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Author: R. Gopalakrishnan
Company: Unilever
January 1, 1994
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Citation

Gopalakrishnan, R. (1994a, January 01). Experience of bringing multinational companies on shore. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/experience-of-bringing-multinational-companies-on-shore


Research papers

How to get quality qualitative research

This paper is an abridged and slightly updated version of a paper that I gave in Rome in 1993. It is a critical account of our experience of qualitative research in the developing countries of the world, especially in the Middle East, which has led...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Author: Tom O'Dwyer
Company: Unilever
January 1, 1994
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Citation

O'Dwyer, T. (1994a, January 01). How to get quality qualitative research. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/how-to-get-quality-qualitative-research


Research papers

Research as a tool for achieving advertising that works

This paper attempts to show the role research is capable of playing in the process of advertising development - once the brand proposition and positioning have been firmed up. It presents a basic model for research in the advertising development...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: D. Kashyap, John S. Pawle
Company: Unilever
January 1, 1994
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Citation

Kashyap and Pawle (1994a, January 01). Research as a tool for achieving advertising that works. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/research-as-a-tool-for-achieving-advertising-that-works


Research papers

My problem is your problem

The paper is a critical account of the experience of the authors of qualitative market research in the developing countries of the world which have led them to draw up a set of guidelines for qualitative market research. It is put forward that the...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications
Authors: Tom O'Dwyer, Hala Al-Bassam
Company: Unilever
June 15, 1993
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Citation

O'Dwyer and Al-Bassam (1993a, June 15). My problem is your problem. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/my-problem-is-your-problem


Research papers

Multivariate mapping

In Market Research, data which is multivariate in nature is often generated. For example, in a Brand Association study the associations of brands with a variety of attributes are measured and in a Usage and Attitudes survey information regarding the...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Authors: Susan Stanley, Anthony Khan
Company: Unilever
June 15, 1992
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Citation

Stanley and Khan (1992a, June 15). Multivariate mapping. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/multivariate-mapping


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 30, 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 30, 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 30, 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 30, 2024, from


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