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Research papers

Taming the wild

This paper explores the role that brainstorming plays and should play in the innovation process; does it really deliver what it promises? An emerging disconcert is at the heart of this question; has 'creativity' started to lead its own life, has it...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: Anneke De Jong
February 27, 2005
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Citation

De Jong, A. (2005a, February 27). Taming the wild. ANA - ESOMAR. Retrieved August 05, 2025, from


https://ana.esomar.org/documents/taming-the-wild


Research papers

Caught in the web

Word of mouth has long been recognised as the most powerful form of communication and now the internet has dramatically increased the scope consumers have to transmit and to receive messages from trusted sources. Consumers are exploiting this in huge...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: Gordon Pincott
Company: KANTAR TNS Malaysia
February 27, 2005
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Citation

Pincott, G. (2005a, February 27). Caught in the web. ANA - ESOMAR. Retrieved August 05, 2025, from


https://ana.esomar.org/documents/caught-in-the-web-6568


Research papers

Speeding up innovation and squeezing more insights

Innovation research, crucial though it is to the process, takes significant amounts of time and can be a huge momentum killer, requiring four to six weeks for each round of results. When the results are less than hoped for, there is little or no time...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: John Kearon
Company: BrainJuicer
February 27, 2005
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Citation

Kearon, J. (2005a, February 27). Speeding up innovation and squeezing more insights. ANA - ESOMAR. Retrieved August 05, 2025, from


https://ana.esomar.org/documents/speeding-up-innovation-and-squeezing-more-insights


Research papers

Lunch break

This paper describes how to put together an innovative research design based on several contrasting perspectives and techniques, with the purpose of gaining new consumer insight and understanding in the school-lunch market in Norway.The ultimate goal...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Ole Petter Nyhaug, Jeanette Bergquist
February 27, 2005
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Citation

Nyhaug and Bergquist (2005a, February 27). Lunch break. ANA - ESOMAR. Retrieved August 05, 2025, from


https://ana.esomar.org/documents/lunch-break


Research papers

Creative brainstorming

'If you re not failing every now and again, it s a sign you re not doing anything very innovative.' Woody Allen.Woody Allen is an excellent example of an innovative thinker. He's provocative, controversial, and often misunderstood. This is because he...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: John Storey
February 27, 2005
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Citation

Storey, J. (2005a, February 27). Creative brainstorming. ANA - ESOMAR. Retrieved August 05, 2025, from


https://ana.esomar.org/documents/creative-brainstorming


Research papers

Measuring emotion in brand communication

The main purpose of this paper is to address these questions: how do emotions interact with and influence so-called 'rational' processes, which are more important in brand decision-making, and what are their contribution to innovation?The authors...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Peter Cooper, John S. Pawle
Company: QRi Consulting Ltd.
February 27, 2005
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Citation

Cooper and Pawle (2005a, February 27). Measuring emotion in brand communication. ANA - ESOMAR. Retrieved August 05, 2025, from


https://ana.esomar.org/documents/measuring-emotion-in-brand-communication


Research papers

Client-driven convergence of the market research, CRM and competitive intelligence industries.

This paper presents a case study of an Australian employer association, Australian Business Limited, that developed a leading-edge 'insights' capability by bringing together into a single, integrated team its market research, market and competitive...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: Helen Simpson
February 27, 2005
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Citation

Simpson, H. (2005a, February 27). Client-driven convergence of the market research, CRM and competitive intelligence industries.. ANA - ESOMAR. Retrieved August 05, 2025, from


https://ana.esomar.org/documents/client-driven-convergence-of-the-market-research-crm-and-competitive-intelligence-industries-


Research papers

N=No

This paper observes that the need for qualitative-based understandings of brand relationships is growing around the world as emerging markets grow, develop and fragment.At the same time it raises questions of how the global culture of qualitative...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: James Parsons
Company: Flamingo
February 27, 2005
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Citation

Parsons, J. (2005a, February 27). N=No. ANA - ESOMAR. Retrieved August 05, 2025, from


https://ana.esomar.org/documents/n-no


Research papers

Steps towards a consumer-driven concept innovation machine for 'ordinary' product categories in their later lifecycle stages

This paper presents a research-driven approach to innovating product features in categories considered to be mature and low involvement.The approach begins with the identification of product features realizable by developers, works with consumers...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Howard R. Moskowitz, Kjell Oksendal, Michele Reisner, Bert Krieger
Company: Moskowitz Jacobs Inc.
February 27, 2005
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Citation

Moskowitz, Oksendal , Reisner and Krieger (2005a, February 27). Steps towards a consumer-driven concept innovation machine for 'ordinary' product categories in their later lifecycle stages. ANA - ESOMAR. Retrieved August 05, 2025, from


https://ana.esomar.org/documents/steps-towards-a-consumer-driven-concept-innovation-machine-for-ordinary-product-categories-in-their-later-lifecycle-stages