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Research papers

Utilizing segmentation throughout the research program as another means of audience measurement

This paper discusses the steps taken by VH1 Research&Planning to imbue a segmentation study conducted in 1999 into other research tools, including qualitative brand work, ethnographic research and quantitative brand tracking, and using results from...

Catalogue: ESOMAR/ARF WAM Conference 2002: Television
Authors: Colleen Fahey Rush, Danielle N. O'Reilly
June 9, 2002

Research papers

A step forward in understanding shoppers using segmentation techniques

This paper describes not only an example of how successfully a major retailer (Sainsbury's is the second largest grocery retailer in the United Kingdom) and a global supplier can work together but also highlights an innovative and unique research...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Roger Allford, Caroline Ward, Natalie Evans
Company: Procter & Gamble
September 22, 2002

Research papers

Research can be innovative too

This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those consumers with the highest likelihood of being...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Richard Herbert, Mahmoud Aboul-Fath
Company: Procter & Gamble
September 22, 2002

Research papers

The impact of consolidation on the research industry

This paper examines changes in ownership concentration in the research industry, using market share as a metric. It first examines changes in the aggregate share held by the largest companies, both globally and in major markets. It then identifies...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Michael Mitrano
Company: Transition Strategies Corporation
September 22, 2002

Research papers

Marketing research in complexity

Complexity, in the past decade, found itself a seemingly large research area in bio-sciences (genetics, artificial life), physics, engineering, mathematics, computer sciences, economics and even in social sciences and politics. The mathematical tools...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Akin Alyanak, Erkani Keyman
September 22, 2002

Research papers

Market research for a new car concept

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange
Company: BMW Group
March 30, 2003