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Videos

Happy shoppers

A key question for Asian retailers is the degree to which 'soft factors', such as shopper reactions to branding or in-store experiences, impacts satisfaction and shopper spend. In Indonesia, answering this question is complicated by the respondent's...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Alastair Gordon, Mamik Leonardo, Dwinarizki Setyorini, Farquhar Stirling
Company: Deka Marketing Research
June 15, 2014
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Citation

Gordon, Leonardo, Setyorini and Stirling (2014a, June 15). Happy shoppers. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/happy-shoppers


Research papers

Happy shoppers

In 2013, DEKA Marketing Research, in collaboration with Gordon & McCallum undertook a series of research studies designed to better understand the growth in use of this channel, and provide in-depth insight into the way customer engage with such...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Alastair Gordon, Farquhar Stirling, Dwinarizki Setyorini, Mamik Leonardo
Company: Deka Marketing Research
May 13, 2014
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Citation

Gordon, Stirling, Setyorini and Leonardo (2014a, May 13). Happy shoppers. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/happy-shoppers-8137


Research papers

Tuning into TV Ads

It is increasingly recognised that emotional reactions drive advertising effectiveness. Yet, in Asia, use of scientific measurement techniques to assess such reactions has been limited. We report on a study of TV ads across 5 Asian markets utilising...

Catalogue: Asia Pacific 2013: Asia On The Move
Authors: Joe Wheller, Winnie Yeung, Vuong Manh Giang, Alastair Gordon
Company: Cimigo
April 7, 2013
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Citation

Wheller, Yeung, Giang and Gordon (2013a, April 07). Tuning into TV Ads. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/tuning-into-tv-ads


Research papers

Facing the future

Facial expressions are a strong visual method to convey emotions. 3D Facial Imaging directly records human emotions from facial expressions to better measure consumer response to marketing stimuli (e.g. advertising, packaging, retail displays). This...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope
Authors: Tim Llewellyn, Eric Gu, Alastair Gordon
April 17, 2012
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Citation

Llewellyn, Gu and Gordon (2012a, April 17). Facing the future. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/facing-the-future


Research papers

Linking marketing decisions with consumer decision making

This paper expands on recent findings from cognitive psychology and related disciplines and argues that market researchers need to move their emphasis from understanding consumer perceptions and generalized motivations to a much more specific...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Alastair Gordon
September 19, 2004
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Citation

Gordon, A. (2004a, September 19). Linking marketing decisions with consumer decision making. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/linking-marketing-decisions-with-consumer-decision-making


Research papers

How consumers identify good brands

This paper confronts the commonly held view that building long-term brand equity is basically a matter of brand 'imagery' and 'positioning' and that where global brands have succeeded in Asia, it is chiefly because they have well developed 'global'...

Catalogue: Asia Pacific 2002
Author: Alastair Gordon
Company: Nielsen
December 1, 2002
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Citation

Gordon, A. (2002a, December 01). How consumers identify good brands . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-consumers-identify-good-brands-