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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

Every grey cloud has a silver lining

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group.They can be segmented based on their need to control...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Vanesse van Eeghen, Liesbeth Gerritsen
Companies: MARE, Ogilvy
November 5, 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

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

Challenging stereotypes

This paper aims at analyzing the particular features taken on by a segment commonly called the young population, defined as such only on the basis of an age bracket classification, in a country marked by political, economical and social instability....

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Mónica S. Markwald, Daniela Pérez Lloveras
Company: Markwald La Madrid & Asociados
October 24, 2004

Research papers

Market research on on-line customer purchase data at a department store

This paper discusses how the department store "Magasin du Nord" uses the historical purchase information collected through the credit customer system as a source for planning purposes combined with the externally collected marketing research data....

Catalogue: Seminar 1984: Market Research And M.M.I.S.
Author: Ib N. Laursen
January 25, 1984

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

Report-back from working group II

Our group felt that in the papers given at the Seminar too much emphasis has been put on the evaluation of below-the-line activities. Our second point concerned the subject of market segmentation. We would like to know how to go about tracing people,...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Janny N. Lok
June 15, 1971

Research papers

Ethology and the web

Web surveys are now an established part of market research. However one area that has not been closely studied is the behaviour of respondents in terms of their interaction with the questionnaire. Web surveys are self- completion surveys unlike...

Catalogue: ESOMAR Net Effects 1999
Author: Andrew Jeavons
June 15, 1999