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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

Research papers

Some comments

Comments about the contents of the Seminar "Below-the-line activities".

Catalogue: Seminar 1971: Below-The-Line Activities
Author: M. Matthews
June 15, 1971

Research papers

Successful snacks and shopper insights

This paper describes the journey of a successful portfolio reconfiguration based entirely in the understanding of the consumer and shopper. Adding complexity to the equation, this business case is about one of the most compound segments of the...

Catalogue: Latin America 2017: #IN
Authors: Juan Pablo Garcia, Jorge Andrés Mendez
Company: Synapsis
June 15, 2017

Research papers

An outline of below-the-line

The purpose of the seminar is to advance thinking upon the research evaluation of 'below-the-line' expenditures. For while in respect of normal media advertising there is internationally a wide area of general understanding about techniques,...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: John Knecht
May 19, 1971


Feel more, click more

As more advertising spend migrates online, there’s a need to understand differences between online ads that drive short-term sales and those which drive long-term, profitable brand growth. This need is particularly acute as the industry faces...

Catalogue: Congress 2017: Visionary
Author: Jocelyn Simon
Company: System1 Research Ltd
October 26, 2017


Reinventing convenience store food

Halfway through implementing the research recommendations, 7-Eleven has already achieved +17% gross profit, +25% sales volume, and +18% sales value for Food on the Go (FotG). Brand image also improved significantly and the first new-design store...

Catalogue: Congress 2015: Revelations
Authors: Alyssa Milton, John Berenyi
June 15, 2015

Research papers

Some patterns of advertising and sales promotion for the Polish market

The aim of this paper is to present the problems of advertising and sales promotion in Poland. It has been tried to adopt the approach being of interest to the foreign exporters, first of all.

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Alexander Krzyminski
June 15, 1973

Case studies

Market position of the 'tempo stylon' & 'tempo junior' felt pens in relation to their main competitors in France (French)

In October 1975 Gillette decided to enter the low- cost end of the market with a model retailing known as the "TEMPO Junior". In terms of writing performance, the "Stylon" and "Junior" models meet the same standards and are differentiated only by...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Nicole De Ferran, Jean-Louis Laborie
September 1, 1978

Research papers

'Below-the-line spending' the need for understanding and control

SPAR has been designing, implementing, evaluating and executing promotional programs since 1967. Our approach has been successfully implemented in the United States, Canada, the United Kingdom and Australia. In the UK, through a joint agreement, AGB...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: William H. Bartels
November 6, 1985