ESOMAR Excellence Papers

Just published, Excellence in International Research 2002, the third in the series, contains a collection of the best papers from ESOMAR events in 2001, selected for their major contribution to excellence and best practice in international research.

Impetus for the Excellence in International Research series arose from the introduction of the annual John and Mary Goodyear Award in 1999. Sponsored by NFO Worldwide, the John and Mary Goodyear Award was created to acknowledge and encourage excellence and best practice in international market research.

It's what inside that counts. Or does the rest of the world also make a difference? by Steve Crompton (Consumer Insight, Central & Eastern Europe, Allied Domecq Spirits & Wine, UK) and Jane Reid (Director, Taylor Nelson Sofres Consumer, UK) has won the 2002 John and Mary Goodyear Award. This paper offers a case history on understanding local positioning of an international whisky brand in eight Eastern European countries and how this was adapted in line with global thinking but with local implementation. The jury found this paper utilised an innovative research application to provide a 'local' approach to a global problem and showed the interrelation between marketing research and business.

Sixteen further outstanding nominations are included in this volume, selected for the broad range of interests covered whilst contributing to the advancement of international market research. Following the award-winning paper, they have been arranged in a continuum of topics.

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All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.