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Research papers

Greenhousing with caring consumers

Developing innovative products and creating different ideas has never been a problem for Unilever. The company spent years and years investing in internal techniques and processes to ensure the development of innovative products for the marketplace....

Catalogue: Qualitative 2006
Authors: Karina Meyer, Rony Rodrigues
Companies: Unilever, Box1824
October 8, 2006

Research papers

Building a healthcare buzz

In this paper BuzzMetrics reviews findings from analyses of online consumer buzz for two sets of promising drug therapies.The therapies with pre-approval buzz experienced an enormous increase in discussion among relevant online communities versus...

Catalogue: Global Healthcare 2006
Author: Lydia Worthington
February 6, 2006

Research papers

New product launches

This presentation provides a compelling case study of how a client company, faced with the significant challenge of taking a business product to the consumer sector, used market research as a critical tool to build a business case and guide a product...

Catalogue: Consumer Insights 2005
Authors: Marian Sudbury, Shizuka Pye
Companies: Mars Wrigley, Harris Interactive (Europe)
November 15, 2005

Research papers

Ads that click

Advertising pre-testing is the process where the potential of an ad is determined in terms of its ability to reach its intended target audience with a brand-recognized message and garner the appropriate response (short term persuasion and/or building...

Catalogue: ESOMAR Conference 2004: Technovate 2
Author: Indivar Kushari
Company: Ipsos MRBI
February 1, 2004

Research papers

Studying new product performance in virtually created retail environments

This paper describes recent attempts to use virtual reality components for studying the in-market performance of a new product at the pre-launch stage. Virtual shopping systems today offer intriguing opportunities for a flexible generation and...

Catalogue: ESOMAR Conference 2004: Technovate 2
Authors: Dieter Bock, Bernhard Treiber
Company: Unilever
February 1, 2004

Research papers

The role of virtual shopper research in category management

This presentation describes recent attempts to use virtual reality components for studying market effects of new category management-driven initiatives in retail settings. Virtual shopping systems today offer intriguing opportunities for a flexible...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Thomas Kopf, Bernhard Treiber
October 26, 2003

Research papers

Increasing telecom revenue through mobile centrex in the Norwegian business market

This study tested the market and revenue potential for Mobile Centrex in the Norwegian business market. Mobile Centrex is a system that allows businesses to change from using fixed line telephones to partially or entirely using mobile phones. The...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002
Author: Bjarne André Aamli
October 20, 2002

Research papers

The reach and frequency approach to advertising planning on the Internet

In this paper the authors outline the underlying theory of Internet advertising exposure in today's ad server world. That theory is reduced to a formula called the Probability Model by Exposure Class (PMEC).While helpful in informing thinking about...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Authors: Steve Coffey, Mainak Mazumdar
June 12, 2002

Research papers

Using customer perceptions

A telecommunications company in the United States wanted to improve service by aligning internal service levels with customer requirements.They 1) identified customers' top priorities; 2) chose the priority with the most opportunity for improvement;...

Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: John H. Hughes, Engracia Perez-Prada
March 17, 2002