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Research papers

The fascinating and frightening multiscreen consumer

The world of communications has never changed so drastically in such a short time. Technology, or better yet, the accelerated growth of technology, is the main catalyst of this change. Moore, Intel's cofounder, observed that in the history of...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Flávio Ferrari, Vanessa Mathias
Company: Ipsos MRBI
June 15, 2015

Research papers

21st century woman

Only 23% of women across Latin America actively agree there are enough women on TV they can relate to. That's a shocking statistic and a stark demonstration of the need for research that explores and explains how women really feel about their lives...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Pavel Escobedo, Antonio Flores, Beatriz Mello, Fernando Roca, Lina Roncanci, Lissette Valdes-Brito, Jo McIlvenna
June 15, 2015

Research papers

Conceptual closure

Television advertising frequently follows a common creative structure. Typically this involves a narrative or story telling component that portrays a situation or problem followed by the presentation of the brand at or near the end of the...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Richard B. Silberstein, Geoffrey Nield, Shaun Seixas
June 15, 2015

Videos

21st century woman

Only 23% of women across Latin America actively agree there are enough women on TV they can relate to. That's a shocking statistic and a stark demonstration of the need for research that explores and explains how women really feel about their lives...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Beatriz Mello, Pavel Escobedo
June 15, 2015

Videos

TV re[defined]

In a short span of time, TV content has become available anytime and anywhere, opening up endless opportunities for viewing. Both rapidly and radically, we have seen TV redefined. In the midst of all this change, naysayers have predicted doom for TV....

Catalogue: Congress 2015: Revelations
Authors: Christian Kurz, Jo McIlvenna, Ben Himowitz, Ian Wright, Anna Noel Taylor
Companies: Tapestry, Flamingo
June 15, 2015

Videos

Powerfully passive

In our presentation we willl describe the methodology/design to test the one-hour long TV program, the challenges in its operations, and also some of the findings - particularly the differences between the passive measurement using biometric and...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Alice He, Ashok Sethi, Qun Ge
Company: GfK
June 15, 2015

Research papers

Screen life

Everyone's doing it! Two screening, where we use a smartphone or tablet while watching TV, has become normal behaviour for many. Is it a threat or an opportunity for TV companies, programme makers and advertisers? Are we watching TV more or less, is...

Catalogue: Congress 2013: Think Big
Authors: Robert Ellis, Neil Mortenson
Company: COG Research Ltd.
September 26, 2013

Research papers

Standardising touchpoint analysis

Today, an increasing number of touch points compete for a fixed amount of consumer attention. Finding the right media mix is therefore crucial, all the more so in rapidly growing China. However, for many multinationals, the promise of Chinese riches...

Catalogue: Congress 2013: Think Big
Authors: Tang Ruihong, Caroline Ji
September 26, 2013

Videos

Screen life

Everyone's doing it! Two screening, where we use a smartphone or tablet while watching TV, has become normal behaviour for many. Is it a threat or an opportunity for TV companies, programme makers and advertisers? Are we watching TV more or less, is...

Catalogue: Congress 2013: Think Big
Author: Robert Ellis
Company: COG Research Ltd.
June 15, 2013