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Research papers

Using AI for Innovating Brand Strategy

Measuring and understanding brands is a very difficult challenge in marketing. Brand research is typically done using surveys. The common method is to show respondents a series of brand statements (e.g., is a brand I trust, reliable, etc.) and the...

Catalogue: North America 2024 - Innovation
Authors: Marco Vriens, Rogier Verhulst
Companies: LinkedIn, Kwantum
July 5, 2024
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Citation

Vriens and Verhulst (2024a, July 05). Using AI for Innovating Brand Strategy. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/using-ai-for-innovating-brand-strategy-12429


Research papers

Why do some online communities work

Online research communities have been generating quite a lot of buzz recently. At the American Marketing Association's market research conference in September 2007, this was one of the primary themes, discussed by companies like General Motors who...

Catalogue: Qualitative 2007
Authors: Marco Vriens, Lee Eyre, Jamie Hamilton, Misia Tramp, Lisa Galarneau
Company: Microsoft
November 12, 2007
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Citation

Vriens, Eyre, Hamilton, Tramp and Galarneau (2007a, November 12). Why do some online communities work. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/why-do-some-online-communities-work


Research papers

Online VS. offline administration of print audience measurement studies

Millward Brown IntelliQuest has performed a controlled experiment comparing web-based versions of its annual syndicated media study, the CIMSTM Home Technology Influencer and Business Technology Influencer surveys, with the paper versions currently...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print
Authors: Eric Melton, Marco Vriens
Company: KANTAR TNS Malaysia
June 19, 2003
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Citation

Melton and Vriens (2003a, June 19). Online VS. offline administration of print audience measurement studies . ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/online-vs-offline-administration-of-print-audience-measurement-studies-