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Research papers

Market segmentation

In the broadest sense of the term, market segmentation as a strategy has been with us as long as marketing itself. Essentially, it hinges on the principle that consumers are not all alike, and utilises that principle in the sale of merchandise. Until...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: A. l. Biel
Company: Ogilvy
September 1, 1972
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Citation

Biel, A. L. (1972a, September 01). Market segmentation. ANA - ESOMAR. Retrieved September 28, 2023, from


https://ana.esomar.org/documents/market-segmentation-1016


Research papers

The Iguassu project

The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Julio Cesar Tannus, Roseli Stier Azambuja
Company: Ogilvy
September 1, 1996
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Citation

Tannus and Azambuja (1996a, September 01). The Iguassu project . ANA - ESOMAR. Retrieved September 28, 2023, from


https://ana.esomar.org/documents/the-iguassu-project-


Research papers

Every grey cloud has a silver lining

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group.They can be segmented based on their need to control...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Vanesse van Eeghen, Liesbeth Gerritsen
Companies: MARE, Ogilvy
November 5, 2003
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Citation

van Eeghen and Gerritsen (2003a, November 05). Every grey cloud has a silver lining. ANA - ESOMAR. Retrieved September 28, 2023, from


https://ana.esomar.org/documents/every-grey-cloud-has-a-silver-lining


Research papers

The co-ordination of the research and creative functions in a large advertising agency

Ogilvy & Mather Limited is a large UK advertising agency, part of a group which includes large agencies in three other countries with smaller offices in a further three countries. Six months ago the London agency reorganised the way in which...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Mick Williamson, Julia Ann Burdus
Company: Ogilvy
June 1, 1966
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Citation

Williamson and Burdus (1966a, June 01). The co-ordination of the research and creative functions in a large advertising agency. ANA - ESOMAR. Retrieved September 28, 2023, from


https://ana.esomar.org/documents/the-co-ordination-of-the-research-and-creative-functions-in-a-large-advertising-agency


Research papers

How to adapt research techniques to design and assess corporate image advertising

Corporate advertising requires a research-based approach just as much as product advertising. A good example is Imperial Chemical Industries Ltd., who have been using this approach in Britain since the 1940's. Following research in 1968, the campaign...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Alan Wolfe
Company: Ogilvy
June 14, 1978
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Citation

Wolfe, A. (1978a, June 14). How to adapt research techniques to design and assess corporate image advertising . ANA - ESOMAR. Retrieved September 28, 2023, from


https://ana.esomar.org/documents/how-to-adapt-research-techniques-to-design-and-assess-corporate-image-advertising-


Research papers

The effects of economic and social changes on the children's market

The purpose of this paper is to discuss the effects in the UK children's market of the economic recession and its resultant social changes. It will consider how changing patterns in adult behaviour are handed down to children and how they react to...

Catalogue: Seminar 1978: Researching Children
Author: Shirley Greenberg
Company: Ogilvy
October 1, 1978
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Citation

Greenberg, S. (1978a, October 01). The effects of economic and social changes on the children's market. ANA - ESOMAR. Retrieved September 28, 2023, from


https://ana.esomar.org/documents/the-effects-of-economic-and-social-changes-on-the-children-s-market


Research papers

TROI

Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Researchers will see the power that this type of new...

Catalogue: WM3 2007
Authors: Fiona Blades, Kathryn Parsons
Companies: Ogilvy, MESH Experience
June 3, 2007
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Citation

Blades and Parsons (2007a, June 03). TROI. ANA - ESOMAR. Retrieved September 28, 2023, from


https://ana.esomar.org/documents/troi


Research papers

Pre-testing advertisements at early stages of campaign development

I am going to talk first of all about a measure we have used to pre-test commercials at early stages of their development and then I'm going on to suggest how it might be possible to use this method to assess techniques used for evaluating finished...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: P. A. Hoyes
Company: Ogilvy
June 1, 1966
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Citation

Hoyes, P. A. (1966a, June 01). Pre-testing advertisements at early stages of campaign development. ANA - ESOMAR. Retrieved September 28, 2023, from


https://ana.esomar.org/documents/pre-testing-advertisements-at-early-stages-of-campaign-development


Videos

The real why and the hidden who

A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation techniques to create more effective marketing communication strategies, founded on a new approach to measuring personality & cognitive thinking styles.

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Jon Puleston, Christopher Graves
Companies: Ogilvy, Kantar
September 8, 2019
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Citation

Puleston and Graves (2019a, September 08). The real why and the hidden who. ANA - ESOMAR. Retrieved September 28, 2023, from


https://ana.esomar.org/documents/the-real-why-and-the-hidden-who-10722