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Brands are under constant pressure to innovate - whether it's extensions and repositionings or new ways to track results - to the extent that innovation itself increasingly means something different to every company.

ESOMAR’s Innovate Conference 2008 explored two areas at the very heart of the process: how research can help drive innovation in companies, and how new developments in the market research industry itself can assist this process.

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Text analytics in market research - gaining an innovative advantage
Tom H.C. Anderson, ESOMAR, Innovate! Conference, Copenhagen, June 2008

Due to advances in technology, natural language processing (NLP) - also known as text analytics - have come a long way in the past five years. Text Analytics allow market researchers to finally gain i ...

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Building innovation - must all researchers be 'vandals'?
Lucy Blakemore, ESOMAR, Innovate! Conference, Copenhagen, June 2008

Research is often criticised for its failure to nurture innovative ideas. In response to this situation, this paper aims to establish the experience of UK-based advertisers and creative agencies in te ...

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Serious play - innovation in the digital space
J. Alison Bryant, ESOMAR, Innovate! Conference, Copenhagen, June 2008

This paper is based on the three 'Ps' of innovation: perspective, process and product. It aims to discuss how organisations can make research part of the innovation process, focusing on these three ar ...

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4.

Generating and testing the ideas that will smell just right!
Jaroslav Cír, Evert Bos and David Whitelam, ESOMAR, Innovate! Conference, Copenhagen, June 2008

While 'brainstorming' can bind teams and build commitment to concepts, it is rarely a successful way to generate and test winning ideas. This paper discusses Unilever's experience of the strengths and ...

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The virtual sofa - wait marketing in Second Life
Diana Derval and Mario Menti, ESOMAR, Innovate! Conference, Copenhagen, June 2008

Previous research has shown that consumers are twice as receptive to communications while they are 'waiting' for something, such as a doctor's appointment. This approach is called wait marketing, beca ...

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The qualitative fingerprint! Consumer-focused innovations through online-co-creation
Andera Gadeib, ESOMAR, Innovate! Conference, Copenhagen, June 2008

This presentation discusses how to use Web 2.0 techniques to 'co-create' new products with consumers, rather than developing a product for them. Such an approach needs to focus on the early stages NPD ...

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The network of favours - creating innovative consumer touch-points
Márta Hoffmann, Genovéva Florovits and István Kozári, ESOMAR, Innovate! Conference, Copenhagen, June 2008

This paper discusses the increasing importance of consumer driven touchpoints, which can help to drive innovation and product development. Such an approach can overcome the frequent complications in t ...

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The "co-creation revolution"
Ana Medeiros and Andrew Needham, ESOMAR, Innovate! Conference, Copenhagen, June 2008

The advent of Web 2.0 has given consumers a variety of ways to express their creativity, views and opinions. As such, they are no longer merely passive participants in brand relationships, but are now ...

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Online ideation: faster, better and cheaper?
Douwe Rademaker and Luc Rens, ESOMAR, Innovate! Conference, Copenhagen, June 2008

If the number of hits in Google is by any means a measure of importance, then, with more than 94 million hits, innovation is a hot topic. The generation of ideas - or 'ideation' - is obviously crucial ...

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Beyond benchmarking - concept performance across countries
Annelies Verhaeghe, Kristof de Wulf, Niels Schillewaert and Filip De Boeck, ESOMAR, Innovate! Conference, Copenhagen, June 2008

How can scores from a concept tested in Germany be reliably compared with those from the same concept tested in China? Measured and true concept scores can widely vary between countries due to e.g. cu ...

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