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Research papers
The role of fragrance in the brand personality of consumer products
This paper explores the role of fragrance in defining a brand's personality at the point of purchase relative to its packaging. Louis Cheskin's concept of Sensation Transference provides the basis for this exploratory research.Results contained...
Catalogue: ESOMAR Fragrance Research Conference 2005
Authors: Maryana Kaplan, Kendra Zarrilli
Company: Q Research Solutions, Inc.
May 15, 2005
Research papers
What do you plan to buy in the store today?
The paper presents results from a dual study based on pre- and post interviews with 600 grocery shoppers who shopped both virtually and in real life in 'the same store'.The shoppers were asked to identify products that they had just purchased on...
Catalogue: ESOMAR Retailing Industry Conference 2005
Authors: Bjørn Haugland, Ingvar Tjostheim
April 19, 2005
Research papers
Cherry-pickers and store switchers
This paper studies the effects that consumers' adopted shopping patterns have on their responsiveness to price changes in a heavily contested FMCG category (i.e. coffee). Two dimensions of shopping behaviour inclination to switch stores, and...
Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Bernhard Treiber
April 19, 2005
Research papers
When market estimation goes astray
This paper examines the magnitude and key drivers behind purchase intent or adoption over-estimation across three different technology product categories. Overestimation (as a behavioral projection of slightly better known problems such as approval...
Catalogue: ESOMAR Conference on Digital Futures 2005
Authors: Tânia Hojo, Fabián Echegaray, Adriana Cordeiro
Company: Market Analysis
March 1, 2005
Research papers
Segmentation of Hispanic consumers in the United States based on the new acculturation model
The purpose of this paper is to provide a brief history of Acculturation Models as well as a new recommended approach to sub-segmenting the U.S. Hispanic market. There are discussions on other factors related to acculturation that may affect the way...
Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Gustavo Alvarez, Ricardo J. Alvarez
Company: Ipsos MRBI
October 24, 2004
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
Radio: Is recent history destiny?
Radio has been 'repositioned' by TV as a 'less' effective medium for brand building. Media research often addresses the question 'How does radio as a medium differ from other channels?' instead of the more important question 'What can radio do for...
Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Author: Bill Ratcliffe
June 17, 2004
Case studies
Make a wish
To date, the majority of research metrics have been largely geared towards direct marketers. Recently more tools are becoming available to allow organizations to measure the brand effectiveness of their online campaigns using relevant metrics such as...
Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Ethan Rapp, Mainak Mazumdar, Julie Hootkin
June 1, 2001
Research papers
