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Research papers

The map is not the territory

On April 2,1993, "Marlboro Friday" made the marketing world suddenly sit up and realize: BRANDS WERE DYING. What had gone wrong? This paper suggests an answer. The soldiers of the marketing wars, using marketing research as crutches, have splintered...

Catalogue: Seminar 1994: Building Successful Brands
Author: Philippe Boutié
June 15, 1994
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Citation

Boutié, P. (1994a, June 15). The map is not the territory. ANA - ESOMAR. Retrieved October 12, 2025, from


https://ana.esomar.org/documents/the-map-is-not-the-territory


Research papers

Beyond fusion

In order to achieve effective targeting, Media Researchers require access to detailed data for every type of medium. Unfortunately, existing surveys tend to be too specific. For instance, television studies deal only with broad target groups and few...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Ken Hendrickson, Richard Acott
June 15, 1994
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Citation

Hendrickson and Acott (1994a, June 15). Beyond fusion. ANA - ESOMAR. Retrieved October 12, 2025, from


https://ana.esomar.org/documents/beyond-fusion


Research papers

BUSADS

This paper describes the bus audience model created by The MVA Consultancy to provide audience measurement of advertising on London's buses. The model was successfully launched in 1991 with the approval of JICPAR (Joint Industry Committee for Poster...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Carole Lehman, Catherine Dekker
June 15, 1994
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Citation

Lehman and Dekker (1994a, June 15). BUSADS. ANA - ESOMAR. Retrieved October 12, 2025, from


https://ana.esomar.org/documents/busads


Research papers

Media exposure and consumer purchasing

This paper deals with the fusion of BARB TV viewing information onto Superpanel, AGB's consumer purchasing panel. It breaks new ground in terms of the fusion technique used. Rather than matching panel members by commonly held demographic...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research
Author: Andrew Roberts
June 15, 1994
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Citation

Roberts, A. (1994a, June 15). Media exposure and consumer purchasing. ANA - ESOMAR. Retrieved October 12, 2025, from


https://ana.esomar.org/documents/media-exposure-and-consumer-purchasing


Research papers

Information and intelligence

The aim of this paper is to describe how new methods based around information and geographical technology can be used to help auto manufacturers better understand the markets for their products, their performance within those markets and to assist in...

Catalogue: International Automotive Marketing Conference 1994
Author: Martin Clarke
June 15, 1994
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Citation

Clarke, M. (1994a, June 15). Information and intelligence. ANA - ESOMAR. Retrieved October 12, 2025, from


https://ana.esomar.org/documents/information-and-intelligence


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 October 12, 2025, 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 October 12, 2025, 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 October 12, 2025, 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 October 12, 2025, from


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