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Research papers

Benefit segmentation

This paper presents benefit segmentation as a tool which in conjunction with other consumer information helps obtain directions for new products catering to the mobility needs of different segments. Based on a large qualitative and quantitative...

Catalogue: International Automotive Marketing Conference 1998
Author: N. S. Muthukumaran
June 15, 1998

Research papers

Integrating high-level (expanded conjoint) research to a portal company

With the growth of internet research, new opportunities arise. This paper deals with the case history of a portal company (FreeRide.com), its creation of a research venue, and the use of that venue to facilitate high level research techniques (i.e....

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Howard R. Moskowitz, Ruth Fehr, Alex Gofman, Jordan Stanley, Scott Noble
Company: Moskowitz Jacobs Inc.
September 1, 2000

Research papers

Free content VS. quality?

Publishing high-quality information on the Internet is expensive. The lingering economic difficulties of considerable parts of the Internet sector and the signs of weakness of the advertising industry have given new impetus to the search for new...

Catalogue: ESOMAR Net Effects 5 2002
Authors: Folker Michaelsen, Raimund Wildner
Company: GfK
February 3, 2002

Research papers

Data to decision

This paper provides a new way to approach the building of systems to help channel planning. By channel planning, the authors mean the combination of media options that are used to satisfy a communication task. This combination should reflect not just...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix
Authors: Peter Kloprogge, Tim Foley
June 18, 2003

Research papers

Segment optimization

A cornerstone of marketing theory is that segmentation can play a crucial role in any marketing strategy. The purpose of this paper is to offer an approach that integrates the subjective and objective aspects of segmenting markets to enable the...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Douglas MacLachlan, Michael Mulhern
October 10, 2004

Research papers

Dutch savings bank on their way to a national identity

At present there are 35 wholly independent Spaarbanken in the Netherlands. "Spaarbanken" mean savings banks, but in this case the stress is laid upon the name "Spaarbanken" and therefore we will keep using this name in our paper.) In spite of several...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Evert W. H. Lammers
June 15, 1986

Research papers

The value of country of origin for consumer durables

In this paper an international research project dealing with the country-of-origin effect is presented. Using individualized conjoint analysis with dollar-metric paired comparisons the market values of middle-class cars from different countries of...

Catalogue: Conference 1991: International Marketing Research
Authors: Franz Böcker, Gerhard Hausruckinger
June 15, 1991

Research papers

Realism in research

All surveys inherently contain a potentially deadly flaw - the act of completing a survey does not mimic the true consumer decision-making process. The use of 3D animation helps to mitigate this limitation, giving respondents a more realistic...

Catalogue: Congress 2008: Frontiers
Authors: Michael Richarme, John V. Colias
Company: Decision Analyst, Inc.
September 26, 2008

Research papers

A butterfly's wings: from chaos to opportunity

Today’s consumer juggles multiple devices and uses a diverse set of apps and services, spanning categories and brands, across work and life. Traditional ways of understanding consumer dynamics are insufficient for providing a true picture of a...

Catalogue: Congress 2015: Revelations
Authors: Reed Cundiff, Mike Egner, Kelsey Vaughn
Company: Ipsos MRBI
October 1, 2015