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Research papers

Predicting the unpredictable

Tipping points, viral marketing, the butterfly effect - Marketers today want to understand and take advantage of these 'emergent' phenomena. Outside of marketing research, innovative social and computer scientists have developed a new approach to...

Catalogue: Congress 2005: Making A Difference
Authors: Roger A. Parker, David G. Bakken
Company: Harris Interactive (Europe)
September 21, 2005

Research papers

A market research training simulation

Market research training must form a part of marketers' educational programmes if we want them to employ and value it when they gain the reins of power as their careers progress. But how to do so in a manner that both excites and motivates them, when...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Jos Vervoort, Michael M. Roe
February 27, 2005

Research papers

Utilizing rich multimedia methods for the elicitation of preferences for radical future technologies

This paper shows how the application of a platform for information acceleration methodologies can quickly allow organizations to develop preference profiles of potential users even before a product is available for market.The results of this study...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Jordan Louviere, Tim Coltman, Timothy Devinney
October 10, 2004

Research papers

Pre-testing technological developments and their market introduction

Often a client comes to a research institute with questions that can only be answered by leaving well-trodden paths, being creative and designing a new composition of market research tools. This happened in April 2002 in Germany when the client, ZDF,...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Author: Bernhard Engel
June 18, 2004

Research papers

Checking those qualitative pricing inferences

Both quantitative and qualitative researchers often rely on measures of perceived value to gauge interest and purchase likelihood for new product concepts. But do assessments of value provide meaningful purchase heuristics? If so, can small sample...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Aaron Lee, David Dickinson, R. Scott Evans
September 14, 2003

Research papers

The future of simulated test markets

The changes occurring in new product marketing and business management that will require significant changes to Simulated Test Market (STM) models are addressed. Specifically, current STM models are not well suited for the future marketing world of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Joseph Willke
Company: Nielsen
September 22, 2002

Research papers

Simulate to create a winner

In this paper a model to measure the impact of value creating elements in the product development process is introduced. In the early phases of the product development process the researcher is able to identify which element of the product will add...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Author: Dirk Huisman
Company: SKIM
September 1, 1999

Research papers

Added value of the media mix

The paper describes three case studies of real market tests that have been carried out with GfK-BehaviorScan in Germany and France. In these tests parts of the media budget for fast moving consumer goods have been shifted from TV to print. The aim...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Author: Christian Stahl
Company: GfK
June 15, 1999

Research papers

Quantitative measurement

The aim of the following document is to shed light on the scenario where the communication media sector in Chile currently operates specifically relating to outdoor advertising advertising agencies and sponsors providing them with a tool which...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Marco Tapia Ibarra, Cecilia Navarro Alaluf
June 15, 1999