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Research papers

From brilliant to actionable

This paper will describe the collaboration between Hershey's and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical...

Catalogue: Congress 2011: Impact
Authors: Mark Garratt, Rafael Alcaraz, Steve Cohen
Company: In4mation insights
September 18, 2011
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Citation

Garratt, Alcaraz and Cohen (2011a, September 18). From brilliant to actionable. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/from-brilliant-to-actionable


Research papers

Getting into the real world of the shopper

For years we tried to get a hold on the shopper decision tree by traditional quantitative and qualitative research techniques using verbal measures (U&A, diary method, in shop observations, etc.). Nevertheless, the proliferation of SKU's turns...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Wim Hamaekers
Company: Rogil Marketing & Sensory Research
September 15, 2010
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Citation

Hamaekers, W. (2010a, September 15). Getting into the real world of the shopper. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/getting-into-the-real-world-of-the-shopper


Research papers

Catching consumers by surprise

Category management is mainly applied within food categories. Very few examples can be found of categories that are managed across food and non-food products. Although the role of the shopping environment may be much more important in the buying...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Cees de Bont, Ingrid Moons, Gino De Vooght
September 14, 2003
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Citation

de Bont, Moons and De Vooght (2003a, September 14). Catching consumers by surprise . ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/catching-consumers-by-surprise-


Research papers

The future of simulated test markets

The changes occurring in new product marketing and business management that will require significant changes to Simulated Test Market (STM) models are addressed. Specifically, current STM models are not well suited for the future marketing world of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Joseph Willke
Company: Nielsen
September 22, 2002
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Citation

Willke, J. (2002a, September 22). The future of simulated test markets . ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/the-future-of-simulated-test-markets-


Research papers

New ways to explore consumer point-of-purchase dynamics

This paper describes recent attempts to use virtual reality components for improving the generation and presentation of experimentally varied tasks in discrete choice analyses. These tasks, particularly in consumer purchase situations, have...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Bernhard Treiber, Stephen P. Needel
September 1, 2000
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Citation

Treiber and Needel (2000a, September 01). New ways to explore consumer point-of-purchase dynamics. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/new-ways-to-explore-consumer-point-of-purchase-dynamics


Research papers

A paradox of product innovation

This paper is about product innovation and introduction. More specifically a framework for understanding the relationships between innovation category characteristics and successful new product innovation and introduction is introduced and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Jean-Jacques Vandenheede, Bettina Hoffmann, Leone Aardse, Phillip A. Cartwright
Companies: Nielsen, Ernst and Young Services Pty Ltd
September 1, 1999
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Citation

Vandenheede, Hoffmann, Aardse and Cartwright (1999a, September 01). A paradox of product innovation . ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/a-paradox-of-product-innovation-