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Research papers

Qualitative research as a supplier of relevant and applicable action models

The paper focuses on the relationship between the research agency and its client and the production of client satisfaction within the context of business-to-business research. Client satisfaction and the quality of qualitative research is to a high...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Author: Jan De Tremerie
June 15, 1990

Research reports

Users & Buyers Global Insights Study 2020

The motto 'the customer is always right' is a phrase pioneered by Harry GordonSelfridge, John Wanamaker and Marshall Field in the early 1900's. These men weresuccessful retailers who learned early in their careers that the success of their...

Catalogue: ESOMAR Publications
Author: Ray Poynter
December 31, 2020

Research papers

Research papers

Making it all happen: The co-ordinator's view

In this paper, I shall discuss two main themes, from the point of view of an international co-ordinating agency, namely: the problems of communication; the role of check lists in improving communications. Thereafter, most of this paper will be...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research
Author: Michael Wilsdon
June 15, 1984


Research World (July/August 2006)

Managers often say that research is too sluggish, too expensive, inaccurate and vague. There is simply no time for it. Or they might add that a survey has no role to play in understanding what will come next - “not even customers can predict the...

Catalogue: Research World 2006
Author: ESOMAR B.V.
August 1, 2006

Research papers


The following will be a series of comments concerning the relationship between our clients and us, the Research Institutes rather than a fully structured paper. The comments I will be making relevant to the situation in France but I have the feeling...

Catalogue: Seminar 1973: Fieldwork, Sampling And Questionnaire Design
Author: Claude Nicolay
June 15, 1973

Research papers

Services preceding and completing advertising research

This short and early paper begins this book for two reasons. First, it sets out clearly the correct and productive relationship between the scrupulous and concerned researcher and the decision maker. Second, it shows the way an apparently simple...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Börje Lindberg
January 1, 1980


Insights from the Users & Buyers Global Study 2021

The 2021 Users and Buyers Global Study recognizes the fundamentally important role that brand-owners play in determining the shape and structure of our profession. This is the first in what we hope will become an annual monitor study. This research...

Catalogue: Webinars 2021
Authors: Kajoli Tankha, Ray Poynter, Stephen Kraus
Companies: The Future Place, Microsoft
August 26, 2021


The small enterprise blueprint

Small Enterprises (SE) organisations with less than 50 employees, are often overlooked by market research agencies. However, in the UK alone SE account for 42% of all UK business turnover. It was in this context of untapped opportunity Northstar...

Catalogue: Congress 2018
Authors: Alex Holmes, Alex Wilman
Company: Northstar Research
September 23, 2018