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Research papers

The future of brand tracking must be leaner and more focused

This paper describes a radical new approach to tracking research. As an industry, we need a paradigm shift and a change in expectations of the client in particular. This approach entails: shorter, more focused questionnaires (part of a fully modular...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Adhil Patel
Company: KANTAR TNS Malaysia
September 15, 2010

Research papers

Defining and tracking consumer expectations

We define and measure expectations as being what people ideally would like in terms of the discriminating attributes of the choice category. For relevance in the interpretation of expectations it is necessary to view them for the individual and also...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Miriam Comber, Ian D. Greig
Company: Maritz Research
September 1, 1992

Research papers

Action-based system to maintain customer loyalty

In 1993 Deutsche Telekom began to tackle systematically the issue of customer satisfaction. To this end, Deutsche Telekom uses the TRIM system from Infratest AG in Munich. TRIM produces data about customer loyalty and customer satisfaction with...

Catalogue: ESOMAR Congress 1995: Making The Decision
Author: Johannes Adler
Company: Deutsche Telekom
September 1, 1995


How to work on Big Data and don't die trying (Spanish)

We will illustrate the challenges of big data and applied digital research to online shopping journeys, focusing on four frequent topics: the research approach, the analysis depth, the synthesis of contradictions within sources and the need of new...

Catalogue: Latin America 2017: #IN
Author: Valeria Bellani
Company: GfK
June 15, 2017

Case studies

Improving the efficiency of research methods used in advertising tracking studies

This paper examines some implications of tracking studies and problems that arise in seeking to obtain measurable, meaningful shifts over time. Case history material is presented based on a three-wave study conducted in the UK on behalf of the Tea...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Peter Sampson, Keith Marshall
Company: Burke, Inc.
June 15, 1977

Research papers


Coordinated Management Information Systems is basically a service organization specializing in Information Systems designed to assist Sales/Marketing management in decision making. Through a combination of people, analytical techniques and computer...

Catalogue: Seminar 1980: Information Systems In Action
Author: Sydney Toledano
June 15, 1980

Research papers

A model for assessing and mapping brand competition calibrated on panel data

This paper describes a methodology aimed at inferring competitive market structure based on real-world choice panel data. The model offers two main results : -1 a competitive map providing a bird's eye view of the competitive structure of the market,...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Dwight Merunka, Jean-Bernard Kazmierczak, Valerie Charriere-Grillon
June 15, 1993

Research papers

Identifying, tracking and targeting viewer segments

The authors utilized the Nielsen Quadrant Segmentation System to create audience analysis tool that evaluates television network programming strategy by day part, such that the four segmentations of the Nickelodeon audience are isolated for on-going...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: Bruce Friend, Bill Engel
Company: Viacom International Media Networks
June 15, 1998

Research papers

Keeping track of the users

This paper aims to provide insight into the role and value of Web advertising and media planning. Three criteria are seen as playing a role in the media planning process: quantitative reach, qualitative reach, and costs. A literature review shows...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Anita Elberse, Edith Smit
October 20, 1998