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Research papers

So what? So nothing! (Or putting yourself in your client's shoes)

I referred to the "agency or consultancy" side of the business, because there is no generally accepted definition of our business: are we market research agencies, are we marketing research consultants, are we research suppliers? Here, we are...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Farrokh Suntook
June 15, 1994
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Citation

Suntook, F. (1994a, June 15). So what? So nothing! (Or putting yourself in your client's shoes). ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/so-what-so-nothing-or-putting-yourself-in-your-client-s-shoes-


Research papers

Understanding brand success

The paper treats the problem of “building successful brands” from the perspective of a simple yet comprehensive theory of consumer markets. It is practical, using case study material from projects for Premier Biscuits and other clients, to...

Catalogue: Seminar 1994: Building Successful Brands
Authors: John Baker, Tony Camp, Len J. Marchant
June 15, 1994
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Citation

Baker, Camp and Marchant (1994a, June 15). Understanding brand success. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/understanding-brand-success


Research papers

Your best customers are not those you have today

It will be argued that the problems, with customers, stem from change the pace of change is accelerating and it cannot be slowed down It is happening within our existing customers. Technology is playing but a part in this process. New Industries are...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Philip Angle
June 15, 1994
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Citation

Angle, P. (1994a, June 15). Your best customers are not those you have today. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/your-best-customers-are-not-those-you-have-today


Research papers

Is market research a waste of time?

The purpose of this paper is to be provocative, whilst at the same time taking a serious look at some of the issues which can lead to market research being deemed a waste of time. As market researchers, we are unlikely to be of the opinion that the...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery
Author: David Buswell
June 15, 1994
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Citation

Buswell, D. (1994a, June 15). Is market research a waste of time?. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/is-market-research-a-waste-of-time-


Research papers

Team based brand building

This paper considers the extent to which members of the brand's team have similar perceptions about the emphasis being placed on different components of their brand. It opens by considering the way that brand management is shifting from the domain of...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Leslie de Chernatony, Roger Took
June 15, 1994
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Citation

de Chernatony and Took (1994a, June 15). Team based brand building. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/team-based-brand-building


Research papers

The 1993 UIPP public opinion campaign

UIPP, the french national agrochemical association launched in 1993 a communication campaign on the theme "When you protect plants, you also protect humans". This campaign was on TV last summer and in the magazines during the autumn. The objective...

Catalogue: Seminar 1994: From Farmer To Consumer
Author: Isabelle Montigaud
June 15, 1994
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Citation

Montigaud, I. (1994a, June 15). The 1993 UIPP public opinion campaign. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/the-1993-uipp-public-opinion-campaign


Research papers

TV audience segmentation since 1991, developing tool for programme and scheduling planning

The paper gives illustrations of new types of analyses and findings of television audience behaviour and how the segmentation analysis is used in programme planning and scheduling. The findings are based on analysing the respondent -level data of...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Author: Seija Nurmi
June 15, 1994
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Citation

Nurmi, S. (1994a, June 15). TV audience segmentation since 1991, developing tool for programme and scheduling planning. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/tv-audience-segmentation-since-1991-developing-tool-for-programme-and-scheduling-planning


Research papers

Listen, learn and lead

The primary purpose of a Market-Based Decision Network is to provide information and process tools to enterprise and operating management. It is a team of experienced people positioned to assist all levels of management by creating a set of processes...

Catalogue: International Automotive Marketing Conference 1994
Author: Vincent P. Barabba
June 15, 1994
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Citation

Barabba, V. P. (1994a, June 15). Listen, learn and lead. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/listen-learn-and-lead


Research papers

An example of anticipatory strategy in the relationship between firm, environment and market

The Wine-Growers’ Cooperative in question represents a significant example of how an organisation, which has acted promptly and with foresight in picking up "weak signals" from the market and the environment, can become an incentive for other...

Catalogue: Seminar 1994: From Farmer To Consumer
Author: Riccardo Pastore
June 15, 1994
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Citation

Pastore, R. (1994a, June 15). An example of anticipatory strategy in the relationship between firm, environment and market. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/an-example-of-anticipatory-strategy-in-the-relationship-between-firm-environment-and-market