Generating reliable insights for communication development

List of publications
Visual Description
Visual Description

Author(s): Pablo Gonzalez Vicente, Pablo Sanchez Khon, Gaston Suarez Crothers, Maite Descouvieres Vargas
Collection: Latin American Conference 2005
Keywords: Statistic Analysis
PDF version
Display prices in :
EUR 15.00
Members: EUR 12.00

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The results obtained are actionable since they permit linking generally unconscious psychological benefits with palpable functional attributes and measurable brand image attributes. Due to the latter, it is possible to define solid communication and positioning strategies, rooted in the deep motivations of the consumer.

Date of publication: 23.10.2005
ISBN: 92 8311 3853
Order Code: S304-10
Number of pages: 11

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Login  Send me my password

Not a member? Read more about membership benefits

For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Customer Service:
publications@esomar.org