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Research papers

The game-changing generation

Millennials are adopting new technologies and changing buying behaviors, resulting in challenges that brands need to tackle. Understanding Millennials required adapting the research approach: conducting the survey on smartphones, and more...

Catalogue: Congress 2016: #WOW
Authors: Patricia Dominguez, Joyce van Heeswijk, Julia Goernandt, Cori Deutsch, Nijat Mammadbayli
Company: SKIM
September 22, 2016
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Citation

Dominguez, van Heeswijk, Goernandt, Deutsch and Mammadbayli (2016a, September 22). The game-changing generation. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-game-changing-generation-8889


Research papers

5 trends shaping customer insights in 2020

On average marketers depend or rely on data for only 11% of all customer related decisions. Instead of basing decisions on data, marketers rely on previous experiences, intuition and their colleagues. If market insights are not available when needed,...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Dirk Huisman, Robin de Rooij
Company: SKIM
June 15, 2015
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Citation

Huisman and de Rooij (2015a, June 15). 5 trends shaping customer insights in 2020. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/5-trends-shaping-customer-insights-in-2020-8391


Research papers

The most effective promotion

LATAM-based companies are usually pressed to do more with less, managing frugal operations with ever tightening budgets. Marketing managers are requested to allocate their marketing dollars more efficiently to instigate change in consumers and gain...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Gerard Loosschilder, Juan Andres Tello, Leonardo Solano
Company: SKIM
April 4, 2014
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Citation

Loosschilder, Tello and Solano (2014a, April 04). The most effective promotion. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-most-effective-promotion


Research papers

Creative lab

Being close to the target group is crucial for every business. However, too often marketing decisions are made far away and a long time after key insights were identified through market research. also, multinationals often find it challenging to...

Catalogue: Qualitative 2012: Informing Strategic Decision Making And Action
Authors: Eva Kulla, Henrike Reinhardt
Company: SKIM
November 8, 2012
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Citation

Kulla and Reinhardt (2012a, November 08). Creative lab. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/creative-lab


Research papers

Janus and the changing face of pricing research

Are you curious about how the economic crisis has influenced reactions to promotions? Do you wonder whether pricing is more important for shampoos or for diapers? Would you like to know how changing the size of a can of crisps works in relation to...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Maureen Arink, Anne Favrelle, Vicky Nef
Company: SKIM
September 15, 2010
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Citation

Arink, Favrelle and Nef (2010a, September 15). Janus and the changing face of pricing research . ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/janus-and-the-changing-face-of-pricing-research-


Research papers

Pushing the right buttons

In the competitive mobile telecom market combining price reductions with increasing revenues is of high importance. KPN Mobile and SKIM Analytical have conducted several studies in order to identify key drivers of choice, also taking into account the...

Catalogue: Telecom 2006
Authors: Dirk Huisman, Sander Noorman, Jürgen Warnecke
Company: SKIM
October 8, 2006
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Citation

Huisman, Noorman and Warnecke (2006a, October 08). Pushing the right buttons. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/pushing-the-right-buttons


Research papers

Maximum difference scaling for a more refined insight in consumer preferences

Maxdiff is claimed to be a promising method, better than classical ranking methods and even proclaimed a 'poor man's conjoint', easy to use and interpret. Can it live up to these promises, or is it actually just another method?The authors applied the...

Catalogue: Innovate 2006
Authors: Maureen Bannik, Frank Berkers
Company: SKIM
May 10, 2006
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Citation

Bannik and Berkers (2006a, May 10). Maximum difference scaling for a more refined insight in consumer preferences. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/maximum-difference-scaling-for-a-more-refined-insight-in-consumer-preferences


Research papers

Reengineering the research process

Innovation in the early decades of the market research industry was demand and product focussed while in the later stages the innovation was driven by the availability of new techniques and was process focused.It depends on the business model a...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Sander van Meeuwen, Dirk Huisman
Company: SKIM
February 27, 2005
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Citation

van Meeuwen and Huisman (2005a, February 27). Reengineering the research process. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/reengineering-the-research-process


Research papers

The convergence of mobility and media

Mobile Media is considered one of the key drivers for the future success of the telecom industry. Ericsson ConsumerLab and SKIM Analytical durables&ict have conducted a global study in order to add the consumer dimension in the design of Mobile...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004
Authors: Jürgen Warnecke, Jonas Selen, Susanna Lewis
Company: SKIM
November 7, 2004
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Citation

Warnecke, Selen and Lewis (2004a, November 07). The convergence of mobility and media. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-convergence-of-mobility-and-media