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Research papers
Taking the pulse on impulse
While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of...
Catalogue: ESOMAR Conference on Marketing 2004
Author: Dwight Watson
Company: Nielsen
October 10, 2004
Research papers
Forever Jung
This paper provides a new approach to consumer segmentation, in which the aim is to reveal archetypes rather than segments per se.We outline the limitations of conventional segmentation approaches, and describe a method for extending such techniques...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Giles Hedger, Leigh Morris, Raimund Schmolze
September 19, 2004
Research papers
Lifestyle segmentation of the Chinese consumer
Although lifestyle research is abundant in western countries, similar research is absent in China due to historical reasons. More recently researchers and organizations have begun to pay attention to the differentiation of Chinese consumers.Based on...
Catalogue: Asia Pacific 2004
Author: Forest Ma
March 28, 2004
Research papers
Mirror, mirror on the wall - Are we the same for all?
This paper presents the results of a qualitative research study among diabetic patients that identifies distinct patient clusters based on existing attitudes and prevalent mindsets. Based on subsequent sharing of this data with leading...
Catalogue: Global Healthcare 2004
Authors: Sharmila Singh, Debraj Dasgupta
Company: KANTAR TNS Malaysia
February 22, 2004
Research papers
Every grey cloud has a silver lining
Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group.They can be segmented based on their need to control...
Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Vanesse van Eeghen, Liesbeth Gerritsen
Companies: MARE, Ogilvy
November 5, 2003
Research papers
Building the matrix
This paper provides a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation. Researchers were able to blend...
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Bernadette DeLamar, Carol K. Galvin, Luis H. Rodriguez
Company: IBM Corporation
September 14, 2003
Research papers
Multi-media
The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly media owners) to provide (financial) benefit and be...
Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix
Authors: Peter Callius, Peter Masson
Company: Bucknull & Masson
June 18, 2003
Research papers
Penitentiary population in the state of Sao Paulo
The project reported in this paper addresses the drama experienced by a population carved from a fierce process of social exclusion and strives for understanding the individual nature of this populace. Likewise, it provides those responsible for...
Catalogue: Latin America 2003
Authors: Rosa L. Moyses, Vania Bartalini, Raul França Filho, Luis Pilli
Company: LARC Pesquisa de Marketing
May 4, 2003
Research papers
