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Do New Digital Media Change Deeply Ingrained Behaviors In European Digital Consumers?
Idalina Cappe de Baillon, ESOMAR, Conference on Digital Futures, Paris, March 2005
This paper describes various pieces of research carried out to explore the impact of new digital media on information gathering habits of digital consumers in the main European countries.
This paper describes various pieces of research carried out to explore the impact of new digital media on information gathering habits of digital consumers in the main European countries. In particular, the author looks at one of the fastest growing new digital media in Europe, webcasting, and demonstrates which cultural preferences result in the definition of how this medium can or should be proposed to European digital consumers.
Coordinating Globality and Peculiarity. The Case of a Successful Adaptation in the Spanish PC Magazine Market
M Moro, C Valencia and P Fontcuberta, ESOMAR, Strategic Publishing, Milan, October 1999
This paper examines the role of research in the process of adapting international publishing products to local markets.
This paper examines the role of research in the process of adapting international publishing products to local markets. In this specific case, the goal was to adapt a computer magazine that had been successfully launched in Germany to the Spanish market. This paper describes how research contributed to the process. We employed an exhaustive ad hoc research process that combined qualitative and quantitative techniques to reinforce the true and differential essence of the offering, and to uncover the attributes most appreciated by consumers. The positive results drawn by the first issues of the magazine support the work performed.
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