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Research papers
A seat at the table
Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Rachel Katz, Jeffrey Ewald, Chris Keeling, Howard R. Moskowitz, Laurent Florès, Matthias Silcher
Company: Moskowitz Jacobs Inc.
September 14, 2003
Videos
Data combo
In recent years, the rise of the National Front party has been a major feature of the French political landscape. Understanding the drivers behind the electoral successes of that party is now crucial for mainstream parties if they want to counter it...
Catalogue: Big Data World 2016: Understanding People Through Smart Data
Authors: Laurent Florès, Antoine Moreau
June 15, 2016
Research papers
Internet advertising effectiveness
This paper highlights how internet advertising works and how itcontributes to brand building. The author reviews the value of differentonline advertising formats ranging from banner and sponsorship to richmedia. The current challenges and potentials...
Catalogue: ESOMAR Worldwide Advertising Conference 2000
Author: Laurent Florès
Company: Ipsos MRBI
November 1, 2000
Research papers
Beyond online advertising
The overall objective of the paper is to share the results of over five years long analysis of leading consumer websites that demonstrates how many leading brands have underutilized the marketing capacity of their websites. Through actual metrics the...
Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Author: Laurent Florès
Company: MetrixLab
June 20, 2005
Research papers
Crossing the knowledge and corporate boundaries to systematize invention and innovation
The process of corporate innovation is often left to outside consultants and internal/external teams specializing in the invention process. Market researchers are all too often neglected in this process, even though the newly emerging tools of...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Jeffrey Ewald, Jacqueline Beckley, Charles E. Cleveland, Teri Curran Mascuch, Howard R. Moskowitz, Laurent Florès
Company: Moskowitz Jacobs Inc.
September 22, 2002
Videos
Tell me who your friends are, I will tell you who you are
Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand.
Catalogue: Congress 2018
Author: Laurent Florès
September 23, 2018
Research papers
Tell me who your friends are, I will tell you who you are
Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand.In this paper, we introduce and...
Catalogue: Congress 2018
Authors: Laurent Florès, Antoine Moreau
September 23, 2018
Research papers
Beyond data gathering
The authors of this paper argue that the rise of new technologies such as databases and the Internet offer both new challenges and opportunities to the market research industry. At a time when CRM is reported to have grown more than 30% a year with...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Laurent Florès, Rex Briggs
September 23, 2001
Research papers
