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Research papers

Why Big Data is a small idea…

How big is Big Data to the marketing research industry? We haven't seen this much zealotry and paranoia since Internet interviewing was first proposed or since FIFA abandoned the Golden Goal. As it turns out, Big Data is not such a big deal. We are...

Catalogue: Congress 2013: Think Big
Author: Stephen P. Needel
September 26, 2013

Research papers

When good researchers go bad

Consumer insights has become the catch-phrase of the new millennium in market research. This presentation suggests that the emphasis on insights as opposed to research can produce shoddy research with poor insights.After a series of examples of...

Catalogue: Consumer Insights 2005
Author: Stephen P. Needel
November 15, 2005

Research papers

Advances in category management research

In this paper the genesis of category management and the research techniques that have been applied against this area are considered. We generally find a disconnect between the application of findings from traditional research to category management...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Bill Bean, Stephen P. Needel
Company: PepsiCo
September 22, 2002

Research papers

New ways to explore consumer point-of-purchase dynamics

This paper describes recent attempts to use virtual reality components for improving the generation and presentation of experimentally varied tasks in discrete choice analyses. These tasks, particularly in consumer purchase situations, have...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Bernhard Treiber, Stephen P. Needel
September 1, 2000

Research papers

Where has all the science gone?

Marketing Research is embroiled in an attempted coup d'etat, where many of the old values of a scientific discipline are being shed in favor of the exciting new possibilities of a Web 2.0 world. This paper suggests that it is not yet time to abandon...

Catalogue: Congress 2008: Frontiers
Author: Stephen P. Needel
September 26, 2008

Research papers

Can you reduce product assortment?

A main feature of the category management process is the search for an optimal assortment. Improving the assortment is assumed to lead to faster turns, higher profits, and greater customer satisfaction.This paper presents a series of case studies...

Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Stephen P. Needel
April 19, 2005

Research papers

What's the future of category management?

It is our opinion that the category management initiative, as a whole, has not unfolded as we had expected 15 years ago. With the benefit of hindsight, it is unlikely that it would proceed in such a fairytale fashion.The road to adoption of category...

Catalogue: Retail 2007
Author: Stephen P. Needel
February 19, 2007

Research papers

Extending our knowledge of consumers through virtual reality

The practice of marketing research is moving towards an emphasis on consumer behaviour as compared to consumer attitudes, impressions, needs, wants, and so forth. This paper discusses problems with typical methods of collecting and analyzing...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Clive Wright, Stephen P. Needel
November 1, 1996

Videos

Why Big Data is a small idea…

How big is Big Data to the marketing research industry? We haven't seen this much zealotry and paranoia since Internet interviewing was first proposed or since FIFA abandoned the Golden Goal. As it turns out, Big Data is not such a big deal. We are...

Catalogue: Congress 2013: Think Big
Author: Stephen P. Needel
June 15, 2013