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Research papers

Fuel for a holistic approach

Everyone involved in communications is challenged by today's environment where people are faced with burgeoning choice, content can be designed by the individual, advertising is increasingly easy to avoid and attention is fragmented.'Engaging' with...

Catalogue: WM3 2007
Authors: Sheila Byfield, Nigel Anderson
Company: MindShare
June 3, 2007

Research papers

See your target audiences in 3D

The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly it is necessary to keep in mind three key dimensions analysed in...

Catalogue: Latin America 2003
Author: Macarena Estévez
Company: MindShare
May 4, 2003

Research papers

Does out-of-home advertising work?

The 'Out-of-home' marketplace is exploding. There are a few places people go that do not have some opportunity for a commercial message. But do the vehicles in these places accomplish their goals? This paper examines the effectiveness of...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Author: Debbie Solomon
Company: MindShare
June 20, 2003

Research papers

Measuring children's behaviour in a complex multi-media world

We all live in a rapidly changing world where, arguably, children are at the forefront of technological developments. It is imperative for marketers to understand the behaviour, attitudes and motivations of this ever-evolving and often elusive target...

Catalogue: ESOMAR Conference On Age 2005
Authors: Debbie Solomon, Jo Peters
Company: MindShare
January 30, 2005

Research papers

Society, brands and the media

Global marketing is undoubtedly now an established discipline. More and more strategies are designed to capitalise on common consumer characteristics across the world.This presentation outlines some of the changes that are shaping societies in the...

Catalogue: Consumer Insights 2005
Author: Sheila Byfield
Company: MindShare
November 15, 2005

Research papers

Putting products in the program

The paper describes a cooperative study between media agencies and a conventional broadcaster to assess and quantify the impact on adding product placement to a program and a product's integration into the program narrative. The study measured...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Authors: Paul Street, Mark Husak, Robert Dilworth, Julian Lai
Company: MindShare
June 21, 2005

Videos

Mindshare's journey to mobile

5000 consumers in 10 countries in the MENA region answering surveys on their mobile phone for over 12 months - the ultimate solution to get in-the-moment consumer behavior insight in the region.Mindshare was the first in the GCC to think of using...

Catalogue: MENAP Forum 2015: Leading Transformation
Authors: Alistair Hill, Rabih Soueidi
Company: MindShare
June 15, 2015

Research papers

How to spend a thousand dollars in Asia

This paper describes how the mainstream media channels are fragmenting across Asia, and new digital communications possibilities are proliferating.With so many new channels to experiment with, and so little research data to evaluate them all, there...

Catalogue: WM3 2007
Author: James Chadwick
Company: MindShare
June 3, 2007

Research papers

Media under threat?

One difficulty in accurately predicting the media future through research is that most studies are conducted on the general population. It is well known that older generations are less willing to accept change and are least affected by it. We can...

Catalogue: ESOMAR/ARF WAM Conference 2002: Radio
Author: Sheila Byfield
Company: MindShare
June 14, 2002