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Research papers

Valuing in-store marketing

The P.R.I.S.M. Initiative has established an in-store media approach that can use traffic measurement inside a few stores to estimate traffic inside all stores in a chain by modeling the relationship between traffic and sales, moderated by store and...

Catalogue: WM3 2007
Author: Kathryn Young
Companies: Nielsen, Procter & Gamble
June 3, 2007
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Citation

Young, K. (2007a, June 03). Valuing in-store marketing. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/valuing-in-store-marketing


Research papers

Measure twice and cut once

Media planning should concern itself with measuring what matters most. This is not the number of media exposure since ad recall does not follow media consumption well, high share-of-voice is not efficient, and advertising does not work in a linear...

Catalogue: WM3 2007
Author: John Hallward
Company: Ipsos MRBI
June 3, 2007
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Citation

Hallward, J. (2007a, June 03). Measure twice and cut once. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/measure-twice-and-cut-once


Research papers

Project Apollo: Consumer-centric insights

The elusive, often hoped for and most desirous forms of data for most advertising researchers are single source data. Project Apollo has begun to deliver these data in the United States and we are all waiting with baited breath. Why? What is the...

Catalogue: WM3 2007
Authors: Donald Gloeckler, Leslie Wood
Company: Procter & Gamble
June 3, 2007
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Citation

Gloeckler and Wood (2007a, June 03). Project Apollo: Consumer-centric insights. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/project-apollo-consumer-centric-insights


Research papers

This could be heaven

Today's measures of vehicle exposure will not be the measures of the future. Increasing sample sizes will eventually lose the battle as a consequence of ever-increasing fragmentation of media behaviour.Fusion of existing currencies will not be the...

Catalogue: WM3 2007
Author: John H. Faasse
June 3, 2007
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Citation

Faasse, J. H. (2007a, June 03). This could be heaven. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/this-could-be-heaven


Research papers

Response rates

This paper argues that truly active and fully beneficial panel management can only be achieved by identifying and exploring the various factors affecting response rates.Not only is a pragmatic approach to response rates the cornerstone of successful...

Catalogue: Panel Research 2006
Author: Andrei Postoaca
Company: Ipsos MRBI
October 8, 2006
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Citation

Postoaca, A. (2006a, October 08). Response rates. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/response-rates


Research papers

Overnight sensations, or long-term feelings?

Market research in general, and in the Telecoms sector not least of all, tends towards the rational and the linear, assuming that the market is consciously aware of what it does and why it does it, and that simply by asking the question, it will...

Catalogue: Telecom 2006
Author: Neil McPhee
October 8, 2006
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Citation

McPhee, N. (2006a, October 08). Overnight sensations, or long-term feelings?. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/overnight-sensations-or-long-term-feelings-


Research papers

The qualitative story

What is storytelling and how can it be applied to a market research context?The very notion of storytelling having any application to business and to research (given its scientific heritage) is an arguably novel concept. It is only recently as...

Catalogue: Qualitative 2006
Author: Candice Blumenthal
October 8, 2006
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Citation

Blumenthal, C. (2006a, October 08). The qualitative story. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-qualitative-story


Research papers

Building a hotel brand: How a business class hotel discovered its brand

Grupo Posadas discovered a disconnect between its high-performing Fiesta Inn brand and that brand's core customer, the business traveler. A variety of research methodologies were used to re-build Fiesta Inn around a Brand DNA to meet the needs of...

Catalogue: Leisure 2006
Author: Zachary Conen
October 8, 2006
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Citation

Conen, Z. (2006a, October 08). Building a hotel brand: How a business class hotel discovered its brand. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/building-a-hotel-brand-how-a-business-class-hotel-discovered-its-brand


Research papers

Dynamic segmentation in the travel industry

Even if consumers know what they want, they are often unable to select the product option that promises the highest expected utility, simply because their individual product conceptualization is incompatible with the product-centred language the...

Catalogue: Leisure 2006
Authors: Markus Orth, Florian Bauer
Company: IRIS Network
October 8, 2006
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Citation

Orth and Bauer (2006a, October 08). Dynamic segmentation in the travel industry. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/dynamic-segmentation-in-the-travel-industry