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Research papers

Path to purchase

Our industry commonly accepts as a given that shoppers take a journey as they come to make a purchase decision. This paper will contradict that belief, suggesting that while a path to purchase may be useful from a marketing research perspective, its...

Catalogue: Congress 2015: Revelations
Author: Stephen P. Needel
October 1, 2015
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Citation

Needel, S. P. (2015a, October 01). Path to purchase. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/path-to-purchase


Research papers

Mirror, mirror on the wall

If we define the client as anyone without whom a business wouldn’t exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this presentation we treat the respondents with the same...

Catalogue: Congress 2015: Revelations
Authors: Hetta Bramley, Kristin Hickey
October 1, 2015
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Citation

Bramley and Hickey (2015a, October 01). Mirror, mirror on the wall. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/mirror-mirror-on-the-wall-8583


Research papers

Rewarding the retail customer while generating extra revenue

The loyalty programme of Carrefour has been running for several years. It consists of giving loyalty points to card users when their basket has a specific spend value. Carrefour wanted to know until which point you can motivate the customer to spend...

Catalogue: Congress 2015: Revelations
Authors: Nicole Huyghe, Bart Vandenreijt
October 1, 2015
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Citation

Huyghe and Vandenreijt (2015a, October 01). Rewarding the retail customer while generating extra revenue. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/rewarding-the-retail-customer-while-generating-extra-revenue-8589


Research papers

Has customer centricity been lacking empathy all along?

Finding synergies among primary research and big data can feel like a dance of north-seeking magnets. Big data tends to focus on correlation (what, where, who), whereas market research historically focuses on causation (why). Gongos ajnd...

Catalogue: Congress 2015: Revelations
Authors: Sarah Phillips, Camille Nicita, Justin Smith, Susan Scarlet
October 1, 2015
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Citation

Phillips, Nicita, Smith and Scarlet (2015a, October 01). Has customer centricity been lacking empathy all along?. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/has-customer-centricity-been-lacking-empathy-all-along--8574


Research papers

Blasting 10 Big Data myths with 10 panel data examples

Theory is nice but data is heaven. Most market researchers have heard a lot of theory about big data, but few have seen the data and worked with it themselves. And we all know that the best way to truly understand and internalise something is to see...

Catalogue: Congress 2015: Revelations
Author: Annie Pettit
October 1, 2015
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Citation

Pettit, A. (2015a, October 01). Blasting 10 Big Data myths with 10 panel data examples. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/blasting-10-big-data-myths-with-10-panel-data-examples


Research papers

The chance of a lifetime

What happens when a business hasn't shown either growth, or profit, for 10 years?This is the story of a business that was totally given up on. Teams working on it were busy trying to move to other businesses. Morale was non existent.One single piece...

Catalogue: Congress 2015: Revelations
Author: Namita Mediratta
October 1, 2015
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Citation

Mediratta, N. (2015a, October 01). The chance of a lifetime. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/the-chance-of-a-lifetime-8590


Research papers

Exploring the use of visuals in the delivery of research data

This paper will present the result of some ground breaking primary research exploring the communication power of icons and infographics in both the gathering and communication of research data.

Catalogue: Congress 2015: Revelations
Authors: Jon Puleston, Adam Frost, Tobias Sturt
October 1, 2015
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Citation

Puleston, Frost and Sturt (2015a, October 01). Exploring the use of visuals in the delivery of research data. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/exploring-the-use-of-visuals-in-the-delivery-of-research-data


Research papers

Less is more: Being deprived often brings out the best

This is a presentation that shows the power of taking something away. In a world where we are used to asking for more, while we indeed already have more, it seems almost backward. In the world of research where we ALWAYS want MORE it seems even more...

Catalogue: Congress 2015: Revelations
Authors: Vanessa Oshima, David McCaughan
October 1, 2015
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Citation

Oshima and McCaughan (2015a, October 01). Less is more: Being deprived often brings out the best. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/less-is-more-being-deprived-often-brings-out-the-best-8580


Research papers

Coming of age on screens

The "Coming of Age on Screens" projects looked to achieve an authentic view of the lives of 13-to-24 years olds across 11 markets. To produce a rounded and credible account, we needed to blend our global online questionnaire with innovative...

Catalogue: Congress 2015: Revelations
Authors: Jo Tenzer, Andrew Crysell
October 1, 2015
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Citation

Tenzer and Crysell (2015a, October 01). Coming of age on screens. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/coming-of-age-on-screens