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Research papers

Passive measurement: Path to purchase

Google and Nielsen came together to develop a way to better understand how consumers go about researching and buying mobile phones. With the internet in the palms of their hands, consumers interact a lot with the medium before considering and/or...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Abhishek Saigal, Shilpa Surtani, Prithvi Raj, Zeeshan Adam, Avantika Agarwal, Harshita Bhatia
Companies: Google, Nielsen
November 2, 2020

Research papers

Harnessing powerful storytelling

Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling...

Catalogue: Insights Festival 2020
Authors: Renata Policicio, Collin Leirvik
Companies: ESPN, LRWGreenberg
September 15, 2020

Research papers

Hacking the silent subconscious

We all dream of a 'tomorrow' when we will ‘wake up early and go for a run', ‘drink enough water', ‘stop eating junk'. Consumers too. But can a brand inspire behavioural change? As researchers, we looked at the principles of...

Catalogue: Asia Pacific 2019
Authors: Nirupama Kaushik, Maitreyee Patki
Company: Brandscapes Worldwide
May 22, 2019

Research papers

Globally irrational, locally rational?

Behavioral economics(BE) has been a big trend in market research and as it spreads across the globe, we need to consider whether we're as irrational as we seem to be. Insights from BE are often portrayed as universal human tendencies despite the fact...

Catalogue: Asia Pacific 2015: Asia Means Business
Author: Elina Halonen
June 15, 2015

Research papers

'Power of laughter'

In 2012, Comedy Central undertook a major international study called ‘Comedy Across Borders’. This aimed to identify and explore how laughter shapes the lives of audiences and how this knowledge can be used for broadcasters and advertisers...

Catalogue: Congress 2014: What Inspires?
Authors: Christian Kurz, Jo McIlvenna, Julia Lamaison, James Guerrier
Company: GfK
September 10, 2014

Research papers

Even cowboys get the blues

This paper sets out to argue that the influence American culture exerts on (young adult) European consumers is showing signs of decline, as a result of a decline in the relevance of the values of the 'America Brand', as currently expressed. It...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: David Burrows, Sarah Castell
Company: Flamingo
November 10, 2002

Research papers

Getting the board onside

While getting qualitative research into the boardroom of many organisations may be a challenge, the challenge is multiplied several-fold when the organisation is a major bank in the United Kingdom. This paper provides a case study of such a...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Martin Walls, Ken Parker
Companies: HSBC Holdings, Discovery Research Group
October 28, 2001

Research papers

Radio sells

The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models. The toughest test of a radio...

Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Uwe Domke, Christoph Wild
April 1, 2001

Research papers

Knowing the future

Using data collected in the springs of 1999 and 2000 from a standardized survey of over 18,000 respondents across the United States, a prospective model of health plan customer loyalty was developed. The model was based on a combination of...

Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics
Author: James Bologna
April 1, 2001