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Research papers

Winning the lottery!

We all love and use buzz words. Such as data driven marketing, big data and 360° customer insights. But what do they really mean? How do you put them in practice? The Belgian National Lottery put it all in action by blending different data...

Catalogue: Fusion 2019
Authors: Nicole Huyghe, Marthe Gruloos
Company: Boobook
November 10, 2019

Research papers

Marketing to young consumers segmentation + life style

The aim of the paper is to show the common points in the segmentation of young consumers (0-25 years old), who have different back grounds (family, school, consumption, media...). Some attitudes and behaviours between the youngers are influenced by...

Catalogue: New Monograph Series Vol.9: Researching Youth
Author: Joël-Yves le Bigot
August 1, 2000

Research papers

Practical uses of multidimensional techniques in marketing

The paper commences with a brief discussion of the factors which influence the use of multidimensional techniques in market segmentation studies, and the required conditions for successful use of them. An example is quoted from the magazine field,...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Derek C. Martin
June 15, 1972

Research papers

A segmentation of online and offline shoppers

The paper describes an in-depth segmentation analysis of online and offline shopper activity and explores the demographic and cybergraphic similarities and differences among the various segments. In addition, key driver analysis provided us with a...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Lori Iventosch-James, Katie Lamont, Kyle Karnes
Company: Harris Interactive (Europe)
September 23, 2001

Research papers

Efficiency VS. effectiveness in online research

This paper demonstrates through a case one way to integrate traditional inferential research based on random sampling with the more recent online research based on (self-selected) panels, thereby making use of the strengths of both approaches. The...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Carsten Stig Poulsen
June 1, 2001

Research papers

Diminishing political participation

Statistics show that political participation in Switzerland, as in many other Western countries, is constantly decreasing. A first analysis has shown, that certain segments of the population are much less participating in polls than others,...

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making
Author: Werner Wyss
Company: SCOPE Qualitative Research AG
June 18, 1980

Case studies

Segmentation of doctors: A case study

Since this conference is concerned with doctor typology, the emphasis of the paper will be in terms of describing, using one particular case-history as a vehicle, the concepts behind the use of one specific technique (or rather 'duo' of techniques)...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Authors: Ken M.H. Coleman, E. Eastman, R. F. Malcom, Ian Jarvis
June 15, 1970

Research papers

Hispanics across the Americas

Knowing your target audience's future needs and behaviours is invaluable in order for a business to grow. Yet often, our view into the future is murky, and it is challenging to identify the most significant shifts in attitudes, values,...

Catalogue: Latin America 2020 - Insights Festival
Authors: Roberto Ruiz, Rachel Bonsignore
Companies: GfK, Univision Communications Inc.
October 19, 2020

Videos