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Predicting the unpredictable

Date of publication: September 21, 2005

Catalogue: Congress 2005: Making A Difference

Company: Harris Interactive (Europe)

Authors: Roger A. Parker, David G. Bakken

Abstract:

Tipping points, viral marketing, the butterfly effect - Marketers today want to understand and take advantage of these 'emergent' phenomena. Outside of marketing research, innovative social and computer scientists have developed a new approach to understanding complex 'non-linear' phenomena. This approach is known as agent-based simulation.This presentation introduces agent-based models and explains the way they work, with examples of applications for marketing and marketing research.

Roger A. Parker

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David G. Bakken

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Parker and Bakken (2005a, September 21). Predicting the unpredictable. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/predicting-the-future