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Research papers

Harnessing powerful storytelling

Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling...

Catalogue: Insights Festival 2020
Authors: Renata Policicio, Collin Leirvik
Companies: ESPN, LRWGreenberg
September 15, 2020

Research papers

Pricing of enormous number of features- Not a problem anymore!

The automotive market in India has become crowded over the years. Global giants have raised the bar. Indian brands are under pressure to offer better technology and feature-rich vehicles to match global standards. The business challenge was to...

Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence
Authors: Surbhi Minocha, Vasudha Kumar
Company: Kantar
May 13, 2018

Research papers

Is VR the auto industry's sleeping giant?

To test this hypothesis multiple independent studies marching samples for full product evaluations and VR stimulus evaluation were conducted with sedan, hatchbacks and compact SUVs. The main goal of these studies was to:1. Understand the challenges...

Catalogue: Big Data World 2017: Smart Data Integration
Authors: John Kiser, Narith Panh
Company: Ipsos MRBI
November 14, 2017

Research papers

Are you paying attention?

Mobile devices have opened up market research opportunities. Yet, the anywhere, anytime aspects of mobile data collection can affect research quality with additional distractions and loss of attentiveness. This paper supports a current multi-cell...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Sherri Stevens, Stefan Kuegler, Jorge Alagon, Efrain Ribeiro
Companies: KANTAR TNS Malaysia, Kantar
June 15, 2015

Research papers

Web site evaluation and the language of web design

In recent years, since the advent of the Internet and Web-based communication, business operators have come face to face with a series of entirely new needs for knowledge. One such need is topical in the extreme: it concerns the design and evaluation...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Author: Giorgio Licastro
Company: GfK
September 23, 2001

Research papers

Transformation in research

This paper, drawing on both historical analysis of various aspects of the market research industry, together with original global research, addresses the issue of whether the market research industry will continue to follow our historic pattern of...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Bill Blyth, Trevor Richards
Company: KANTAR TNS Malaysia
September 23, 2001

Research papers

Evaluating the use of banner advertising in strengthening brand relationship

This paper studies the role of online advertising’s most popular tool – the banner advertisement – in the brand-building task. The paper seeks to examine whether banners are able to communicate brand values concomitant to which banners...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Kartikeya Kompella
June 1, 2001

Research papers

The MRC minimum standards

This paper explains the use of the MRC (Media Rating Council) Minimum Standards as evaluation criteria for different types of media measurement including the special consideration given before using them for site centric measurement.

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: George Ivie, Nick Terlizzi
Company: Ernst and Young Services Pty Ltd
June 1, 2001

Research papers

While we "go create" you need to "go measure"

The focus of this paper is on the interactive element of that campaign, broadly defined as covering the areas of WAP, Web advertising and sponsorship and early work within Interactive TV (iTV). The campaign and media strategies have been acknowledged...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Tim Foley, Peter Magnani, Leigh Terry
Company: OMD Group
June 1, 2001