Articles
At Vanguard, as our name indicates, we’re continually honing our approach, ideas and tools.
We pride ourselves on our new thinking and our active participation in industry debate and
dialogue. The following selection of articles showcases some of the issues we’ve written about:

Pushing the boundaries of the 'research debrief':
quantifying the impact of strategic recommendations
ESOMAR conference paper, Barcelona 2005, Vittorio Raimondi, Nila Sanyal, Robin Cleland
This paper explains how the Competing for Choice approach bridges the gap between market
research and strategy development. It is not just about producing insights, but about translating
these insights into quantified brand initiatives.
Read Article

Nine prescriptions for brand health
Market leader, Issue 24; Spring 2004, Robin Cleland, Lars Finskud, Vittorio Raimondi
Pharmaceutical companies are facing significant challenges, and are going to have to think
and act differently to compete. This article describes why branding is essential for pharmaceutical companies, and provides nine branding guidelines.
Read Article