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Research papers

Rapid impact

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Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Genevieve Hall, Vivek Banerji, Daniel Rayner, Alessandro D'Angelo, Dan Atkins
Companies: Insight Dojo, Shionogi
September 8, 2019

Research papers

The share of psychology in statistical market surveys

The aim of the paper is to encourage a psycho-sociological direction in the elaboration of a survey. The author wants also to encourage the use of motivation surveys.

Catalogue: ESOMAR Conference 1960
Author: Jules Klanfer
September 15, 1960

Research papers

Imagery

This paper describes the adaptation of a new psychological approach which concerns the process of the creation, processing and storage of inner (mental) pictures in the field of market/media research.

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Simone Brecht, Michael Hallemann
September 1, 1997

Research papers

Motivation research in practice co-ordinated with marketing research

This paper deals with experiences and ideas resulting from motivation research projects, made with the assistance of psychologists during the past seven years. In close co-operation with trained marketing researchers, different methods have been...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation
Author: Börje Lindberg
June 15, 1957

Research papers

The intelligent use of psychology in marketing

The main purpose of this paper is to encourage a reassessment of the contribution psychologists are making and could make to the marketing process. It is probably unwise to generalise about the function of psychologists in various countries and most...

Catalogue: ESOMAR Congress 1964
Author: Julia Ann Burdus
June 15, 1964

Research papers

A new way of predicting design acceptance (German)

The design orientation is defined by the psychological importance which the particular product has for the consumer as well as by individual style preferences. This way you get types whose design preferences are specific enough to differentiate...

Catalogue: ESOMAR Congress 1987
Author: Wulf Schlund
Company: ISM GLOBAL DYNAMICS GmbH
September 1, 1987

Research papers

Aroma psychology

The rather intricate process of odour perceptation and evaluation defies any exact measurements of consumer responses to fragranced products. This paper will discuss a psychological approach towards fragrance evaluation leading to a theory of...

Catalogue: Seminar 1993: Consumer Research In Fragrance Business
Author: Hans-Otto Schmidt
June 15, 1993

Research papers

Target groups redefined

At the suggestion of the BURDA publishing company in OfFenburg— publisher of Mein schoner Garten, the gardening magazine with the largest circulation in Europe-the Allensbach Institute has for the first time tested the 'flow' concept developed...

Catalogue: Seminar 1993: Competition In Publishing
Author: Rüdiger Schulz
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1993

Research papers

Renewing the original bonds

Market research has its roots in psychological theory and method, but there is a growing gap between psychological understanding and market research practice.Marketers today often rely on implicit or naïve explanations rather than formal theories...

Catalogue: Congress 2006: Foresight
Author: David G. Bakken
September 17, 2006