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Research papers

Reality check in the digital age

The era of the long and drawn out survey is drawing to an end. In the digital age, we can no longer afford to waste time asking irrelevant questions. attention spans are short and new research methodologies such as mobile simply cannot support long...

Catalogue: 3D Digital Dimensions 2012: (Online + Social Media + Mobile) Research
Authors: Jan Hofmeyr, Alice Louw
Company: KANTAR TNS Malaysia
November 6, 2012

Research papers

Beneath the surface

Two questions periodically arise in our industry: how do brands really grow and why don't the best always win? Every time our industry thinks that we have the answers nailed down, someone comes along and undermines the collective consensus. We are...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Kyle Findlay, Constantin Michael, Jan Hofmeyr
Company: KANTAR TNS Malaysia
September 13, 2012

Research papers

The impact of consumers' commitment to existing brands on new product launch strategies

Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands. This is one reason why many traditional methods have had to contend with varying degrees of over-claim. This paper has...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: John Rice, Jan Hofmeyr
September 1, 1999

Research papers

The measurement of commitment

This paper set out to describe the Conversion Model, its methodology and applications, as well as validations. In addition, some of the ways in which its results are being used by marketers were described. Applications of the Conversion Model...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Butch Rice, Jan Hofmeyr
June 15, 1998

Research papers

Mobilizing values to slice up the market

The paper reports on a test of the model in a benchmark study done in the field of financial institutions. Respondents are categorized and grouped using the two key measures, and the predictions about them tested using a perceptual mapping technique...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Jan Hofmeyr
June 15, 1989