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Research papers

Can you reduce product assortment?

A main feature of the category management process is the search for an optimal assortment. Improving the assortment is assumed to lead to faster turns, higher profits, and greater customer satisfaction.This paper presents a series of case studies...

Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Stephen P. Needel
April 19, 2005

Research papers

Extending our knowledge of consumers through virtual reality

The practice of marketing research is moving towards an emphasis on consumer behaviour as compared to consumer attitudes, impressions, needs, wants, and so forth. This paper discusses problems with typical methods of collecting and analyzing...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Clive Wright, Stephen P. Needel
November 1, 1996

Research papers

What's the future of category management?

It is our opinion that the category management initiative, as a whole, has not unfolded as we had expected 15 years ago. With the benefit of hindsight, it is unlikely that it would proceed in such a fairytale fashion.The road to adoption of category...

Catalogue: Retail 2007
Author: Stephen P. Needel
February 19, 2007

Research papers

Marrying marketing research and virtual reality

Marketing researchers are constantly attuned to the methodology of data collection, understanding this facet of research on a number of dimensions: collection procedure validity, demand characteristics, length of field execution, and research cost....

Catalogue: Seminar 1995: Information Technology- How Can Research Keep Up With The Peace Of Change
Author: Stephen P. Needel
January 1, 1995

Research papers

Path to purchase

Our industry commonly accepts as a given that shoppers take a journey as they come to make a purchase decision. This paper will contradict that belief, suggesting that while a path to purchase may be useful from a marketing research perspective, its...

Catalogue: Congress 2015: Revelations
Author: Stephen P. Needel
October 1, 2015


Why Big Data is a small idea…

How big is Big Data to the marketing research industry? We haven't seen this much zealotry and paranoia since Internet interviewing was first proposed or since FIFA abandoned the Golden Goal. As it turns out, Big Data is not such a big deal. We are...

Catalogue: Congress 2013: Think Big
Author: Stephen P. Needel
June 15, 2013