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Research papers

Information and research based on multimedia simulation

This paper presents a new method of self-administered surveying which enhances information gathering on new and innovative services and products by accelerating the phase providing information on the offering and by simulating possible uses with the...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Veronique Beillan, Isabelle Blot
September 1, 1997

Research papers

Tv advertising effectiveness

The paper presents a study in which the short term effects of advertising on purchase behaviour were measured with single source data from a micro test market. The results show that real advertising effects are smaller than expected according to John...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions
Authors: Raimund Wildner, Klaus Kindelmann
Company: GfK
February 1, 1997

Research papers

Information acceleration

In this paper we discuss Information Acceleration, an interactive multimedia market research approach for new product development. The paper is divided into three parts. First we discuss how the features of Information Acceleration (LA) 1 *...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Roberta Chicos, Eric Almquist
September 1, 1996

Research papers

Brand proliferation and consumer purchasing

This paper focuses on how consumers and fast moving consumer good markets are changing in Western Europe and North America. We examine the impact of brand proliferation on category purchase dynamics, assess the durability of consumer interest in new...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Muriel Lecomte, Joseph Willke
Company: Nielsen
September 1, 1996

Research papers

Virtual reality shopping simulation for the modern marketer

Virtual reality of some kind would seem to be a natural tool for market research. It has the potential to help the marketing decision maker in that it can allow him to model what people do rather than rely simply on what people say they will do. The...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Stephen Cohen, Mike Gadd
September 1, 1995

Research papers

How do promotions work? New evaluation ways by linking scanning analyses and single source household panel data

In the first place, traditional evaluations of trade promotions provide a weekly view of the sales volume influenced by promotion activities. The use of scanning data permits to exactly quantify the sales volume which is generated by promotion. By...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Klaus Brüne
Company: Nielsen
June 15, 1995

Research papers

Benefits of using interactive media in new product development research

In this paper, we discuss the use of interactive media in the new product development process. The paper is divided into three parts. In Part I, we discuss a market research approach to new product development which is enhanced by the use of...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Author: Roberta Chicos
June 15, 1995

Research papers

Prevalence estimation of selected fungal infections for today and a forecast for the year 2000, covering key countries

Estimations of the potential market volume for new products should be developed from clinical and epidemiological data (number of patients) as a basis, rather applying straightforward estimations of sales volumes. The goals of the study presented...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Authors: Sebastian Weil, Arno Brandt
Company: Roche
June 1, 1995

Research papers

The 'heavyweights'

I plan to share with you some innovative market research completed to help us estimate the dollar potential for a prescription "weight loss" product in Europe using only medical promotional efforts. Our hypothesis was that even though we did not...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Author: William V. Lawson
June 1, 1995