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Videos
The magical body mirror
The problem: Is there a fast and easy way to segment consumers in most contexts and across categories? Solution: Develop a new market segmentation model that helps predict personality dimensions, decision patterns, emotions, and attitudes towards...
Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Ana Maria Moreno, Rodrigo Salgado
November 11, 2018
Research papers
A method of market segmentation
Market analyses generally consist of examining how consumption or ownership of a given product varies according to certain socio-demographic criteria such as sex, age, social class, area, town size, etc. Each criterion is considered separately to...
Catalogue: ESOMAR/WAPOR Conference 1965
Author: Jean Michel Agostini
June 15, 1965
Research papers
Gen Z: Some like it old
In this presentation you will learn: The story of segmentation model creation (mistakes, learnings, new ideas), combining NPS (Net Promoter Score) and qualitative research and new product development: studying UX.
Catalogue: Fusion 2019
Authors: Benjamin Simmenauer, Charles Mezerette
Companies: respondi, leboncoin
November 10, 2019
Videos
The real why and the hidden who
A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation techniques to create more effective marketing communication strategies, founded on a new approach to measuring personality & cognitive thinking styles.
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Jon Puleston, Christopher Graves
Companies: Ogilvy, Kantar
September 8, 2019
Research papers
The real why and the hidden who
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Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Jon Puleston, Christopher Graves
Companies: Ogilvy, Kantar
September 8, 2019
Research papers
The tour operator's point of view
The past decade has seen an enormous growth in the number of persons from the United Kingdom taking an annual holiday outside the country. Within an overall growth of the market, the most prominent feature has been the increase in the number of...
Catalogue: Seminar 1967: Travel and Tourism
Author: Peter B. Mooney
June 15, 1967
Research papers
The market map
In the paper I will describe the theories behind and the techniques of the market map, but the presentation of the technique (simple as it is) is not in itself the reason for writing this paper. The interesting point is that the market map is based...
Catalogue: Seminar 1978: The Business Of Advertising
Author: Are Kvaerk
June 1, 1978
Research papers
U.S. Latinos and the cyber revolution
The computer age has dramatically changed the way we communicate, exchange information, and conduct commerce. Much the same way the telephone connectedâ people around the world, the computer and the Internet will wire the world. However,...
Catalogue: Ethnic Marketing 2000
Author: Isabel Valdés
July 1, 2000
Videos
