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Research papers

Why diverse U.S. cable audiences are leading the way in the postmodern age

The research objective of this paper is to examine viewing behavior and trends arising from diverse U.S. broadband television audiences and their adoption and use of programming and technologies that provide greater control, convenience, and...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television
Author: Willis G. Smith
June 17, 2003

Research papers

Purple GRPs

For many years both broadcasters and agencies have conducted research to discover whether there is a relationship between positive TV programme involvement and commercial recall. In the main, they have agreed that such a relationship exists. This...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television
Authors: Sheila Byfield, Annette Nazaroff
Company: MindShare
June 17, 2003

Research papers

Generating scoring models with auxiliary target variables and data bridging

The authors present an innovative way to deal with a frequent practical problem in CRM and direct marketing projects: the lack of cases with known target behavior. Usually, this makes learning scoring models that can be utilized for selecting the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Johannes Ruhland, Wendy Gersten
March 30, 2003

Research papers

What lies behind the veil

NFO WorldGroup Middle East and Africa has developed alternative methodologies and approaches to help mine consumer minds and tap into the Gulf Arab society that is seemingly inaccessible to marketers and marketing researchers. This paper reviews the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: S. Shree Ram Reddy, Racha Makarem
March 30, 2003

Research papers

The hot buttons that trigger the entire nation

Brands that consistently do well in the market place are the ones that forge long term relationships with the consumer. These brands connect as they are anchored in powerful insights which trigger a positive response with the target audience....

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Subramanian Krishnan, Piyul Mukherjee
March 30, 2003

Research papers

Ma'am, the colours are served

This paper applies the Way of Taoism to collages and colours as a means of explaining them, not as fixed entities but within the movement that stems from their interrelationship. A profile of a person/colour/consumer can be produced and used as a...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Author: Luigi Toiati
Company: Focus S.r.L.
November 10, 2002

Research papers

Tracing brands amidst the crisis in Argentina

Qualitative Research usually takes and observes intelligent photographs of social and consumer behavior, assuming that the evolution between points of observation is relatively linear. But movements are not linear, pictures are not valid and...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Fernando Moiguer, Jorge Karol, Paula Magariños, Marita Soto, F. Gentile
Company: Compañia de Negocios Moiguer
November 10, 2002

Research papers

Special features of the telecom industry

This paper attempts to synthesise most of the related theories and the practical experience in the telecom industries, especially in the case of Germany and Hungary. One should clearly see that by means of basic penetration figures there are two...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002
Authors: Ildikó Gergátz, Mária Törõcsik, Krisztián Szûcs
October 20, 2002

Research papers

Discovering unanswered consumer needs

Improving or refining current products is not good enough to sustain or improve competitive advantage. Products, markets and categories are changing fast and consumers' (buying) behaviour is very difficult to predict. However, to make real progress...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Mark Friedl
September 22, 2002