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Research papers

Truth beyond common beliefs

The deduction of partial utilities within conjoint analyses is based on the assumption that people maximise their utility (homo oeconomicus). This assumption is contradicted by a broad swathe of empirical findings which have demonstrated that people...

Catalogue: Congress 2008: Frontiers
Author: Florian Bauer
Company: IRIS Network
September 26, 2008

Research papers

Exploring markets with agent-based computer simulations

Do we always need to interview human beings in the flesh or can we get reliable information by observing thousands of I-individuals who are pre-programmed to follow the same utility function as their human counterparts? Where is the frontier? ...

Catalogue: Congress 2008: Frontiers
Authors: David Perroud, Roger A. Parker
September 26, 2008

Research papers

Digital divorce or digital love affair

The use of Information and Communication Technology (henceforth ICT) products and services varies to a considerable degree. There are users who devour any innovation and would prefer beta versions to challenge both themselves and technology. Other...

Catalogue: Congress 2008: Frontiers
Authors: Oliver Tabino, Stefanie Gutknecht, Tim Dörflinger, Kerstin Klar
Company: Deutsche Telekom
September 26, 2008

Research papers

Fuelling Philips' innovation engine

Philips has a long-established history of introducing innovative products in the consumer electronics space: from the cassette tape to the compact disc, which it co-introduced with Sony. Sustaining innovation on this scale is challenging, and...

Catalogue: Congress 2008: Frontiers
Authors: Andrew Lynch, Ria Dierikx
Companies: Philips International, Communispace Corporation
September 26, 2008

Research papers

Social graph theories

Has the monopoly of traditional population segmentation criteria and sampling methods come to an end? Can demographics (employment, age, sex, ethnicity, etc) or behavioural (consumption and cultural habits) criteria be replaced by new "community...

Catalogue: Congress 2008: Frontiers
Authors: Anthony Hamelle, Guilhem Fouetillou
Company: Linkfluence
September 26, 2008

Research papers

Storytelling with international millionaires

This paper is the story of how UBS, their global advertising agency Publicis and Spring looked at the rarefied world of High Net Worth Individuals, using innovative storytelling research to understand the key relationship dynamics that drove them....

Catalogue: Congress 2008: Frontiers
Authors: Sarah Hamburger, Patricia Lawry
September 26, 2008

Research papers

Loser, hero or human being

A research without questions asked? The consumer in lead of moderation and analysis? Results in the form of consumer generated cartoons of archetypes and 200 consumer generated stories? Our presentation is exactly about this: a narrative project that...

Catalogue: Congress 2008: Frontiers
Authors: Wim van der Noort, Jochum Stienstra
Company: Ferro Explore!
September 26, 2008

Research papers

Anticipating tomorrow's societal change today

We realize that after years of benefiting from emerging markets and cheap products through cheap foreign labor, most Western countries such as Germany, France, the United States and Great Britain are now facing the negative effects of globalization:...

Catalogue: Congress 2008: Frontiers
Authors: Christian Wenger, Kerstin Ullrich
September 26, 2008

Research papers

Is the world really flat?

This paper looks at the general status and role of women in the society in countries that are culturally very different from each other and then examines the notions of love and romance among them. It explores in details to see if the forces of...

Catalogue: Congress 2008: Frontiers
Authors: Manish Makhijani, Sakkina Pittalwala
Companies: Flamingo, Unilever
September 26, 2008