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Research papers
Insight into action
This presentation explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience.There is a need for brands to constantly innovate to keep in step with cultural change and the...
Catalogue: Congress 2007: Excellence
Authors: Karen Paterson, Catriona Ferris, Lyn McGregor
Companies: Unilever, KANTAR TNS Malaysia, Flamingo
September 19, 2007
Research papers
If 'We' not 'I'...Then what?
Excellence in any discipline must sometimes mean moving on from accepted practice and principles rather than doing the same thing again and again (albeit to increasingly high standards). This presentation describes the practical and theoretical...
Catalogue: Congress 2007: Excellence
Author: Mark Earls
September 19, 2007
Research papers
Beyond neuroscience
In the traditional model of brand communication, the consumer's mind is a blank page on which marketers can write whatever script they want. But communication is not a one-way process: new information conflates with existing emotions and metaphors to...
Catalogue: Congress 2007: Excellence
Author: David Penn
Company: Conquest
September 19, 2007
Research papers
Maximizing respondent engagement
This presentation outlines the results of a quantitative study using a split sample design to demonstrate increased respondent engagement and better data quality from Fusion surveys (online surveys incorporating rich media techniques) versus Flat...
Catalogue: Congress 2007: Excellence
Authors: Monique Morden, Jennifer Reid, Angus Reid
Company: Vision Critical
September 19, 2007
Research papers
Research alchemy
This presentation examines the challenges involved in making excessive amounts of often disparate information relevant and practical to senior management.It illustrates a process for bringing together the worlds of qualitative, quantitative and...
Catalogue: Congress 2007: Excellence
Authors: Carl Nagle, Helen Williams, Kristin Hickey
Company: The Leading Edge
September 19, 2007
Research papers
Scalpel or hand grenade?
The market research industry spends a great deal of time and effort to understand how their clients' consumers make decisions what needs their clients' products satisfy, what choices consumers make versus their clients' competitors, how communication...
Catalogue: Congress 2007: Excellence
Authors: Subhransu Rout, Sangeeta Gupta
September 19, 2007
Research papers
Truth in measurement
This presentation reviews a number of studies that have examined visual, interactive tasks in online surveys in comparison to other verbal, and less interactive, alternatives. In many cases, while the respondents enjoyed doing these tasks, they took...
Catalogue: Congress 2007: Excellence
Authors: John Bremer, Randall K. Thomas, George Terhanian, Mick P. Couper
Company: Harris Interactive (Europe)
September 19, 2007
Research papers
