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Research papers

The quest for the ultimate touchpoint

Today's OEM marketers must choose among a bewildering array of marketing corridors to reach consumers, with few established 'ground rules' to guide toward the best strategic choices.This paper discusses an approach to the corridor strategy problem...

Catalogue: Automotive 2006
Authors: Trevor Richards, Larry Friedman
Company: KANTAR TNS Malaysia
February 27, 2006

Research papers

Transformation in research

This paper, drawing on both historical analysis of various aspects of the market research industry, together with original global research, addresses the issue of whether the market research industry will continue to follow our historic pattern of...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Bill Blyth, Trevor Richards
Company: KANTAR TNS Malaysia
September 23, 2001

Research papers

Measuring the true value of brands

This paper aims to support the proposition that the key to understanding a brand's equity or value lies in examining its ability to retain profitable committed customers while attracting similarly profitable non-customers. This proposition is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Julie Bevan, Trevor Richards
September 1, 1998

Research papers

Buying loyalty VS. building commitment developing

The paper examines the role of customer loyalty in maximising opportunity, and will argue that loyalty, as measured by customer spending, is simply a reflection of short-term behaviour and can only be sustained by one of two routes: building the...

Catalogue: Seminar 1997: The Changing Retail Scene
Author: Trevor Richards
June 15, 1997

Research papers

From customer satisfaction to customer segmentation

This paper describes how research was used to help Shell UK to develop a strategy to understand and build relationships with consumers in a market which has become increasingly competitive: the UK petrol/ diesel market The paper demonstrates the need...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: Stephen Bairfelt, Trevor Richards
Company: Shell Global
June 15, 1995

Research papers

Developing a global pricing strategy

In 1986 a new Company appeared on the World Stage, United Distillers, the spirits Company of Guinness PLC. The company was formed as a result of the highly publicised takeover of the Distillers Company Limited by Guinness and was primarily a...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Clive Sims, Adam Phillips, Trevor Richards
June 15, 1991

Research papers

Margin optimisation throughout the brand life-cycle

This paper seeks to show how the underlying mechanism that determines the selection of differently priced goods acts through the life cycle of individual brands, and how strategic and tactical changes in the price of a brand affect this relationship....

Catalogue: Seminar 1990: New Product Development
Authors: Warwick Frearson, Trevor Richards
June 15, 1990