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Research papers
Desperately seeking 'cool'
In adult social groups, there are few trend-setters and many followers. In some situations, it is essential to isolate the trend-setters' opinions and attitudes in order to predict the trends and behaviours of the masses. The trend-setters phenomenon...
Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Marianne de Souza
Company: MSM
October 22, 1997
Research papers
Global advertising for children's products. Are you joking?
The paper describes the work that has been carried out with 7 year old children in Brazil, France, and Armenia. It was shown that the educational program has an influence on the responses that children give when their advertising memorization is...
Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Eliane Karsaklian
October 22, 1997
Research papers
Qualitative research to enhance brand loyalty for children
The paper describes how research may be used to assist program developers in transferring brand appeal and loyalty from established brands to new brands, while avoiding the potential pitfalls of weakening existing brand equity or associating a new...
Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: Michael Cohen, Stacey Matthias
October 22, 1997
Research papers
Kidscope
Kidscope provides a rapid response to the need for knowledge and understanding of children and their behaviour. The project monitors trends and looks at the ways these changes will alter the lives of kids now and in the future. In addition the study...
Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Karen Fraser
October 22, 1997
Research papers
New findings on purchasing power and purchase decisions
This paper demonstrates, in the first section, that the importance of children as purchasers in their own right is rather limited in spite of their significant potential purchasing power, and that is limited to a few product fields. The second...
Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Bernd Villwock
October 22, 1997
Research papers
Current methodologies in the Middle East and North Africa
The Arab speaking region has distinct social and cultural characteristics which reflect its Islamic foundations and have profound implications for the research procedures which, until now, could be deployed successfully in its markets. A prime...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Soulla Kellas, Anna Rita Baglioni Hadjigavriel
September 1, 1997
Research papers
Data warehousing
This paper is a short summary of the major findings of a study based upon sixty-two case studies of organizations that have successful data warehouses in use at their sites. The in-person interviews that provide the basis of the study were conducted...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Author: Edward O'Hara
September 1, 1997
Research papers
Imagery
This paper describes the adaptation of a new psychological approach which concerns the process of the creation, processing and storage of inner (mental) pictures in the field of market/media research.
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Simone Brecht, Michael Hallemann
September 1, 1997
Research papers
