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Research papers
How fans become future shapers of an ice-cream brand
Stimulated by the rise of social media, 'conversational marketing' techniques have gained tremendous importance - a paradigm shift in the way we think about marketing and marketing communications. The empowered consumer now has the power to market a...
Catalogue: Qualitative 2010: Foresight on Moods and Thoughts
Authors: Tom De Ruyck, Stephan Ludwig, Martijn van Kesteren, Niels Schillewaert
Companies: InSites Consulting, Unilever
November 18, 2010
Research papers
Event & sponsorship valuator
How much should I pay for an event or sponsorship? Is there a reliable and comprehensive decision support system that can help companies in decision making process with regard to events sponsorship buying? Events sponsorship valuator makes research...
Catalogue: WM3 2010: Your Audience = Media Consumer + Generator
Authors: Matteo Cardani, Carlotta Ventura
Company: Wavemaker
October 21, 2010
Research papers
The digital world of children and young adolescents
This paper is based on a study led by Dr. Barbie Clarke, Family Kids and Youth, with the support of Andrew Harrison, CEO, The Carphone Warehouse, and Marc Goodchild, Head of Interactive and On-Demand, BBC Children's. The authors will present the main...
Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Barbie Clarke, Andrew Harrison, Marc Goodchild
September 15, 2010
Research papers
Advocracy - Harnessing the power of the consumer
This paper illustrates a new and more robust model for advocacy in the multi-media age. Building upon previous models, the authors identify the different variables that create advocacy and show how to engage people at both the category and brand...
Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Stephen Phillips, Kate Willis
September 15, 2010
Research papers
Decoding the digital needs
New digital media streams have opened completely new lines of interaction between brands and consumers. It is widely considered that the softer and more emotional aspects of advertising campaigns can trigger a response that strengthens the success of...
Catalogue: Latin America 2010: The Innovation Journey
Authors: Trixie Cartwright, Ana Patricia Sequeira
Company: KANTAR TNS Malaysia
May 21, 2010
Research papers
The retail conversation
Because consumers don't buy clothing the way they buy computers, brands need a category-specific understanding of how to best engage consumers via creative retail communication techniques. Because the consumer will be different by demographic, i.e....
Catalogue: Retail and Shopper 2009: The Voice Of The Shopper
Authors: Robert Passikoff, Karen Tillson
Company: Brand Keys, Inc.
March 4, 2009
Research papers
EasyJet community
This paper describes the development of the easyJet Customer Online Community, which easyJet describes as an innovative way to stay ahead of the pack. The paper provides details of the journey undertaken by the client and consumers to establish the...
Catalogue: Panel Research 2008
Authors: Sophie Dekkers, Graeme Lawrence
October 24, 2008
Research papers
Measuring the value of respondent engagement
Whilst anecdotal evidence exists, Engage and GMI's research will provide a rigorous basis for determining how best to tackle the issue of respondent engagement.How can we better engage with online respondents? What is the value of that engagement for...
Catalogue: Panel Research 2008
Authors: Deborah Sleep, Jon Puleston
Companies: Engage Research, GMI (Global Market Insite)
October 24, 2008
Research papers
