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Research papers

A small rock holds back a great wave

This paper responds to the challenges of globalisation and the digital society by arguing that the problem for MR today is not that of too much change, but rather too little. In a world where data is seemingly infinite, we now need to provide data...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Judith Passingham
Company: KANTAR TNS Malaysia
September 15, 2010

Research papers

Looking for the fire not the smoke

Maybe the biggest 'buzz' in marketing currently is buzz itself. While advances in social media have made it the hot topic, why do some marketing ideas ignite and spread whilst others fizzle out? Contagious ideas stand out because they produce a...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: David Penn
Company: Conquest
September 15, 2010

Research papers

Getting into the real world of the shopper

For years we tried to get a hold on the shopper decision tree by traditional quantitative and qualitative research techniques using verbal measures (U&A, diary method, in shop observations, etc.). Nevertheless, the proliferation of SKU's turns...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Wim Hamaekers
Company: Rogil Marketing & Sensory Research
September 15, 2010

Research papers

Pricing beyond the 'Homo Oeconomicus'

Price optimisation is the most efficient lever to maximize profits but all classical price research tools fail to deliver optimal results as they still assume consumers to behave like a 'Homo Oeconomicus'. Using several examples, this paper will...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Florian Bauer
Company: IRIS Network
September 15, 2010

Research papers

Is there a future for 'real' qualitative market research interviewing in the digital age?

Qualitative market research interviewing (qMRi) used to be about exploring respondents' innermost feelings in the framework of Freudian psychology. More recently qMRi has become more of a process and less of a craft. We tend now to ask people for...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Neil McPhee
September 15, 2010

Research papers

Don't take action based on this paper

What's UP? Ever thought about UP; Why you speak up in meetings when a hot topic comes UP but at other times you shut UP, make up excuses, so as not to stir UP trouble? And is your communication more like researchers walk into a bar... or rather...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Maya Bourdeau, Jiao Zhang, Omar Mahmoud
September 15, 2010