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Research papers

European reading of TV audiences

Data on TV audiences are required by TV stations, advertisers, and the public. The advent of trans-frontier multi-country TV stations in the past few years had illustrated this on a European basis. The answer to this need was PETAR (Pan-European...

Catalogue: ESOMAR Congress 1989
Author: Thomas Neumann
Company: Procter & Gamble
September 1, 1989

Research papers

Valuing in-store marketing

The P.R.I.S.M. Initiative has established an in-store media approach that can use traffic measurement inside a few stores to estimate traffic inside all stores in a chain by modeling the relationship between traffic and sales, moderated by store and...

Catalogue: WM3 2007
Author: Kathryn Young
Companies: Nielsen, Procter & Gamble
June 3, 2007

Research papers

Research papers

Knowledge is scarce

This paper argues that qualitative research can be carried out in Saudi Arabia in the same depth as in the West. Qualitative research can produce the same insight and "feel" for a product that has added so much value to marketing strategies...

Catalogue: MENAP Forum 1996: Pressure On Profit
Author: Tim Swift
Company: Procter & Gamble
March 1, 1996

Research papers

From rags to riches

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep understanding into means of breaking ingrained...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Loula Zaklama, Mohamed Saada
Companies: RadaResearch & Public Relations Company, Procter & Gamble
September 22, 2002

Research papers

Predicting the future principles for forecasting almost anything

Market researchers should reapply principles and practices from other domains in order to address the many challenges they face in their own businesses.This paper illustrates the diverse range of forecasting practices in use across a broad range of...

Catalogue: Congress 2006: Foresight
Authors: Omar Mahmoud, Vinay Ahuja
Company: Procter & Gamble
September 17, 2006

Research papers

More media, more data, more confusion?

In the 90’s, the tendency to more media choice will continue. The paper develops the challenges for media research in the 1990s. A key development will be the move to European data, i.e. audience data fully comparable between European countries....

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Thomas Neumann
Company: Procter & Gamble
June 15, 1992

Research papers

The needs of the advertisers from media research

The media situation all over the world has been changing over the last few years. Change is especially dramatic in Central and Eastern Europe. One of the new developments is the need for media research in order to provide a basis for negotiations...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Author: Thomas Neumann
Company: Procter & Gamble
June 15, 1993

Research papers

A step forward in understanding shoppers using segmentation techniques

This paper describes not only an example of how successfully a major retailer (Sainsbury's is the second largest grocery retailer in the United Kingdom) and a global supplier can work together but also highlights an innovative and unique research...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Roger Allford, Caroline Ward, Natalie Evans
Company: Procter & Gamble
September 22, 2002