Market Research Best Practice - 30 visions for the future

Author(s): ESOMAR
Date of publication: 01.03.2007
ISBN: 9780470065273
Order Code: BP07
Number of pages: 678

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“Market Research Best Practice - 30 visions for the future” is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Market research is adapting to an increasingly competitive, demanding and globalised business world and, as the world’s leading market research organisation, ESOMAR is providing the platform to showcase latest advances and best practice.

In the pursuit to define and illustrate ‘new’ market research, this book provides a unique source of ideas and practical examples of what research has to offer business and how research can influence the way results are tracked, insights are generated and ultimately decisions are made. “Market Research Best Practice - 30 visions for the future” draws on recent successes to explore how research is evolving to meet market needs and how good research practice fits into modern business.

More than 50 authors have contributed their work to this collection – all papers were first presented at ESOMAR events and many contributions have been past ESOMAR award winners.


    • Creating Maximum Value for the Client: Developing a New Strategic Role for Market Researchers
      D.V.L. Smith
    • The Heart Transplant: Making a Difference to Organizations by Putting the Consumers at the Heart of your Business
      Kristin Hickey, Derek Leddie and David Jenkinson
    • The Holistic Approach: Emphasizing the Importance of the Whole and the Interdependence of its Parts
      Christine Blache and Karen Hofman
    • Integrating Decision-Making and Marketing Intelligence: The Roadmap to the Boardroom
      Selim Oktar and Emre Erdogan
    • Market Research: A New Generation on the Go<
      Corinne Rosinski
    • The Operation was Successful but the Patient Died: Why Research on Innovation is Successful yet Innovations Fail
      Omar Mahmoud
    • When Good Researchers go Bad: Cautionary Tales from the Front Lines
      Stephen Needel


    • Striking Gold in the Qualitative Mine: A New Approach to Build Vision and Generate Insight to Impact Business
      Jem Wallis and Vanessa Briese
    • Improving Honeywell’s Market Research: Combining Online Surveys, Traditional Interviewing Techniques and Web-based Reporting
      Karl G. Feld and William K. Stone
    • Creating Competitive Intellectual Capital: The Henkel Case
      Hans-Willi Schroiff
    • Getting Research Noticed at the Corporate Top Table
      Ioannis (John) Dimopoulos, Jonathan Rabson and Daryl Maloney McCall
    • How to Ensure One Worldwide Heineken Brand Dashboard
      Sjoerd Koornstra and Gert Jan de Nooij


    • Possibilities for Ethnographic Research: How to Raise the Validity of Findings and to Facilitate a Better and Deeper Understanding of your Products and Customers
      Ji-Seun You and Edeltraud Kaltenbach
    • Video Ergo Agnosco: From Observation to Insight
      Nic Hall
    • Build Strong Brands and Develop Communications: An Argument for Using Consumer Need States over Values
      Michael O’Donohue and Tamsin Addison
    • Cross Media Measurement: The New Medium Necessitates a New Approach to Marketing Mix Measurement
      Rex Briggs


    • A New Generation of Brand Controlling: Evaluating the Effectiveness and Efficiency of the Complete Marketing Mix
      Siegfried Högl and Oliver Hupp
    • The Impact of Consumers’ Commitment to Existing Brands on New Product Launch Strategies
      Jan Hofmeyr and John Rice
    • Predicting the Unpredictable: Agent-based Models for Marketing Research
      David G. Bakken and Roger A. Parker


    • Managing Global Brands to Meet Consumer Expectations
      Malcolm Baker, Greet Sterenberg and Earl Taylor
    • Audience Measurement in the ‘Dual Economies’ of Poor Countries: A Case Study from Pakistan
      Ijaz Shafi Gilani and Mansoor Khan
    • Jambo Africa: A Discussion on the Challenges and Diversity of Third World Research
      Jill Barnes and Solveig Shapiro


  • Retail Innovation Learnings from a Segmented Shop Formula: Sunka
    Lluis Martinez-Ribes and Xavier Roure
  • How to Make Good Dough: Revitalising your Product Portfolio by Understanding Consumer Needs
    Pia de Wit and Sinéad Twomey
  • Hide ‘n’ Seek: Driving Disruption in Skincare
    Lyn McGregor and James Potocki
  • Jack in the Tiffin Box: Unconventional Paths to New Product Idea Development
    Sangeeta Gupta, Subhransu Rout and Farheen Romani
  • Becoming Cultural Architects: How to Drive the Influence of Research on Company Culture
    Paul Buckley and Hilary Perkins
  • Show Me Your Home and I Will Tell You Who You Are, or Building Homes Based on Consumers’ Values and Lifestyles
    Lena Gilchrist, Britt-Marie Eriksson and Olof Eriksson
  • Market Research, Accountability, Outcome-focus and Service Standards in the Australian Government Public Sector: How Market Research has Significantly Improved the Reformation of the Australian Government Public Sector
    Peter Bycroft, Catherine Argall and Natalie Wearne
  • Research for Innovation: Fitting the Design Process at Philips Design
    Monica Bueno and Lucile Rameckers

  • Review by Alfred Dumitrescu, Managing Partner for The Lighthouse Group
What makes the Market Research Best Practice "special" and especially useful? I think its greatest plus is the very good mix of topics and approaches, the combination of "down-to-earth" client & consumer-oriented research "tales" and more theoretical "views-from-above" meant to encourage the reader to go beyond the usual horizon of the practicing market researcher. I thus would definitely recommend it to fellow market researchers, not so much as a "how-to" guide but rather as one's always handy "MR worldwide Conference".

  • Review by M. Gabriela Ugalde Romagnoli, Consumer Service Manager, Nestle Chile S.A.
Marketing Research Best Practice" is an excelent contribution for the Marketing Research Society, particularly facilitating the decision making. This book could be a standard marketing text for undergraduates studying for a degree or diploma in business or MBA. Actually, I recommend for students specializing in Marketing or following courses of Marketing Research because it provides extended coverage of the latest developments, as well as professional applications of marketing research in consumer, industrial, service and international markets. I would give a grade of 10 out of 10.

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