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Research papers

Brand choice modelling

The inspiration for this monograph is the belief that consumer choice modelling is the core discipline of consumer marketing research. The simple need of our industry is to be able to predict and to explain the choices that consumers make. The focus...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Ian D. Greig
June 15, 1998

Research papers

Brand loyalty and equity

Loyal buyers are direct contributors to brand equity. As brand image can explain the reasons for strong brand equity with choice modelling, so can it explain the reasons for the 'superpreference' exhibited by the loyal subgroup. Not only do...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Ian D. Greig
June 15, 1998

Research papers

Brand loyalty

Brand loyalty is a familiar behavioural measure but there appears to be no valid, general attitudinal measure to allow us to track the loyalty drivers and the consequences for loyalty of our product and communications testing. We define loyalty as a...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Ian D. Greig
September 1, 1996

Research papers

Brand transfer

In 1989 Whirlpool bought Philips's major domestic appliance division and embarked on a transfer of the Philips brand name to Whirlpool in Europe. Research was central to this process. The existing and desired positionings of the brands were...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Ian D. Greig, Ray Poynter
June 15, 1994

Research papers

Customer, dealer and employee satisfaction

To ensure quality at all levels requires comprehensive and continuous surveys and feedback between customers, dealers and the manufacturer. This allows strategy and action to be integrated at all levels in the meeting of customer needs. The needed...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?
Authors: Gary Mutz, Ian D. Greig, Simon Howell
June 15, 1993

Research papers

Defining and tracking consumer expectations

We define and measure expectations as being what people ideally would like in terms of the discriminating attributes of the choice category. For relevance in the interpretation of expectations it is necessary to view them for the individual and also...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Miriam Comber, Ian D. Greig
Company: Maritz Research
September 1, 1992

Research papers

Measuring the value of print advertising

Advertising testing should be an integral part of a successful brand management system. For this reason the continuous tracking of consumer attitudes in a product category is recommended. With computer-interview disks always in the field, the tracked...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Ian D. Greig
June 15, 1991

Research papers

Advertising pretesting

Advertising affects buyer attitudes to the brand in a number of characteristic ways. The important effects are similar across product types fmcg, durables and services  because brand attitude formation is relatively similar in the unpressured...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Ian D. Greig
June 15, 1991

Research papers

Motivating the marginal buyer

The ideal of targeting and promotional effectiveness is to deliver to those individuals who are most open to brand switching the message or benefit that most satisfies their preferences, and to do this in the most appropriate executional and media...

Catalogue: ESOMAR Congress 1989
Author: Ian D. Greig
September 1, 1989