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Headroom VS. heartroom

Date of publication: March 1, 2011

Catalogue: Insights 2011: A New World Order In Shopper Marketing

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Authors: Debra Walmsley, Stephen Barr

Abstract:

This paper details how by overlaying research insight on to targeting models, businesses can enhance their customer acquisition and retention strategies. Examples show how insight has enabled not only a more accurate pinpointing of customer opportunity, but also highlighted channel potential and salient marketing communication messages to increase engagement. It shows that by combining pragmatic modeling with emotional insight, businesses can isolate winning formulae for their future business success.

Debra Walmsley

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Stephen Barr

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Walmsley and Barr (2011a, March 01). Headroom VS. heartroom. ANA - ESOMAR. Retrieved August 24, 2025, from


https://ana.esomar.org/documents/internet-vs-telephone-data-collection-