Translating the language of consumers into global fundraising efforts

List of publications
Visual Description
Visual Description

Author(s): Nick Chiarelli, Sotta Long
Collection: Congress 2011 - Impact - Research Reloaded
Keywords: Trend Spotting /Watching, Society

ESOMAR Best Paper Award 2011/2012
ESOMAR Congress 2011 Award Winner - Best Case History
PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

This paper describes UNICEF’s adoption of a global, cross-category trends framework, and the organization’s on-going usage of trends in idea generation. It reviews how and why UNICEF identified a need to track consumer trends, as well as highlights some of the ways it has made trends accessible and actionable for its global offices. The discussion concludes with examples of some real output from these processes in the form of innovative and compelling fundraising ideas.

Date of publication: 18.09.2011
ISBN: 92-831-0253-3
Order Code: 59664-12
Number of pages: 18

Shopping basket

Your basket is empty

Are you a member?

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

 Sign in  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 Publications Services: