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Research papers
Inspiring change
Online advertising and marketing is still relatively new, and measuring effectiveness and understanding consumer reactions is correspondingly nascent. The industry (clients and agencies) have accepted that metrics are weak and the self-report...
Catalogue: Online Research 2009: Online Panels & Beyond
Authors: Alison Bryant, Brian Levine, Lauren Weinberg, Marjan Massoudian, Devra Jacobs
Companies: Innerscope Research, Viacom International Media Networks
October 29, 2009
Research papers
Tweetmiotics
Economic models have been changing and we now live in a collaboration economy, where peers are the new keepers of brands, media and content through social computing. In this new landscape, Social Networks have become important and their expansion is...
Catalogue: Online Research 2009: Online Panels & Beyond
Authors: David Oyarzun, Karina Besprosvan
October 29, 2009
Research papers
Launching innovations during economic slowdown
As innovation is the engine of growth, it is important to continuously invest. But during challenging economic times, we face difficult decisions as manufacturers: Should we continue to invest in innovation or save money? Should we cut production...
Catalogue: Congress 2009: Leading The Way
Authors: Marcin Penconek, Mark Gillespie
Company: Nielsen
September 21, 2009
Research papers
Learning to win
Once again, we argue that the failures [of innovation] are really not random at all: They are predictable and avoidable: if managers get the categorization stage of theory right. Of the many dimensions of business building, the challenge of creating...
Catalogue: Congress 2008: Frontiers
Authors: Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
September 26, 2008
Research papers
The network of favours
Our study describes and gives insights about a consumer-driven consumer touchpoint development: the network of favours, and helps to understand why it is important to use innovative techniques to drive innovation. The study is based on a real case,...
Catalogue: Innovate 2008
Authors: Genoveva Florovits, István Kozári, Marta Hoffmann
June 16, 2008
Research papers
The mobile brand experience
This presentation describes the pioneering work of conducting ad effectiveness research on the mobile web. By forcing a process that combines innovation, collaboration, leadership, and research rigor, a previously unavailable view on branding impact...
Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Kara Manatt, George Pappachen
June 1, 2008
Research papers
Dancing with inspiration
The brand challenge is to be attractive enough to be noticed on the dance floor and then to invite, inspire and at best create a dynamic relationship where brand and consumer become dance partners.This presentation depicts how a consumer-connected...
Catalogue: Congress 2007: Excellence
Authors: Natascha Haehling von Lanzenauer, Elisabeth Vorwerk, Claudia Antoni
Company: Happy Thinking People
September 19, 2007
Research papers
