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Research papers

Real-life responses to TV commercials

By concentrating on viewers' attitudes and opinions, and their behaviour under artificial conditions, research on TV ads has overlooked what happens in people's homes during the commercial break. This paper argues for the use of video. It shows how...

Catalogue: ESOMAR Congress 1987
Author: Peter Collett
September 1, 1987

Research papers

Facebook under the spotlight

Facebook has become a highly attractive advertising medium, but effectiveness and how the channel works are still little understood. Metrics such as 'likes' are available but offer little insight. We believe that social media work differently to...

Catalogue: 3D Digital Dimensions 2012: (Online + Social Media + Mobile) Research
Author: Robert Ellis
Company: COG Research Ltd.
November 6, 2012


Multi-device, multi-purpose, one connected consumer

AOL's multi-national research, completed in October 2013, uncovered the value of multiple screens for online content and advertising. The research was conducted among respondents in the US and Canada who own computers, tablets and smartphones....

Catalogue: Digital Dimensions 2014: (Online + Big Data + Social Media + Mobile) Research
Authors: Andrew Consky, Maureen Dawson
June 15, 2014


Predictive marketing

Digital advertising is one of the largest and open playgrounds for machine learning, data mining and related analytic approaches. This development is fueled by unparalleled access to consumer activity across all digital devices and the rise of...

Catalogue: Big Data World 2016: Understanding People Through Smart Data
Author: Claudia Perlich
June 15, 2016

Research reports

Qualitative research on Stregene new packing and advertising

This research was undertaken in order to examinereactions to new packaging and advertising forStergene, amongst a sample of users and non-users.The new packaging and advertising had been developedaround the already tested concept of a...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 18, 1973

Research reports

Qualitative research on Omo lemon and non-lemon advertising concepts

This report sets out the results of two pieces of QualitativeResearch on Omo Advertising concepts. Both parts involveda similar sample and research design, and both involvedassessing reactions to some advertising concepts on...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 3, 1973