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Greg Shapiro is an American, who offers 'hyuge' insights into the new management at the White House. And he is now a Dutchman, who offers his own market research about the strange ways of Dutch culture. In dealing with the Dutch, you may get a culture shock. But if you work through it, you may realize the Dutch way is better than what you're used to. Shapiro calls it 'Dutch Culture Shock Therapy'.
On 24 March 2016, one of the market researchers of the Dutch Tax and Customs Administration (the tax authority) was invited by the Dutch King to tell him about the insights gained on the Dutch citizens in relation to self-reliance and what that means for the tax authority's struggle between trust and regulation. It wasn't a coincidence that the market researchers from the tax authority were invited for this session; they have been telling stories about their customers the Dutch tax payers for several years in order to change the mindset of employees from acting on processes and regulation to customer centricity. In this paper we share how we achieved this by means of creative research methods and storytelling techniques and tools as visualisation and gamification.
On 24 March 2016, one of the market researchers of the Dutch Tax and Customs Administration (the tax authority) was invited by the Dutch King to tell him about the insights gained on the Dutch citizens in relation to self-reliance and what that means for the tax authority's struggle between trust and regulation. It wasn't a coincidence that the market researchers from the tax authority were invited for this session; they have been telling stories about their customers the Dutch tax payers for several years in order to change the mindset of employees from acting on processes and regulation to customer centricity. In this paper we share how we achieved this by means of creative research methods and storytelling techniques and tools as visualisation and gamification.
In 2000 a new study of outdoor advertising reach was published in the Netherlands. The Dutch Outdoor Study combines several major innovations in outdoor research techniques with new software for presenting results. This paper describes the research technique, planning software and the results of the study. The study will also be compared to other European studies of outdoor advertising. Consideration is given to the possibility of applying the research design of our study to outdoor advertising research in other countries.
The paper concentrates on a new method for the measurement of specific issue readership. By means of an electronic version of the Through the Book method with various issues of some twenty magazines the specific issue reach and the cumulating reach has been investigated in the Dutch market. The paper treats methodological issues: how the new method can be used in print audience research and how it can be combined with the measurement of the effects of print and television.
This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present ways to work within the paradigm of traditional research, but through analysis, help make print a more actionable and more precisely controlled medium in a channel planning age.
Programme appreciation is a much-used tool for programming purposes and programme development within public broadcasting organisations in the Netherlands. NOS Publieke Omroep requires daily reporting shortly after the programme broadcast. Measurement of appreciation can either be carried out single source through the TAM panel, or by means of a separate study. For years the public stations in the Netherlands have used a voting system within the TAM panel. Now, a completely new and revolutionary survey has been designed and tested. Pros and cons of either method are reviewed against the requirement of availability of timely results for users. Preliminary experience with the new Internet panel is positive and initial results indicate a successful transition.
This paper describes the development of a new multiple week reach model for Dutch radio data. The new reach formula has been developed to solve the inconsistency between available radio data that describe average week results and radio campaigns consisting of three to eight weeks of advertising. The result of the conducted research is a formula that enables an accurate evaluation of the reach and frequency of multiple week radio campaigns based on multiple observations in radio research. Most of todays radio research can deliver only limited data on the listening behaviour of radio audiences. Because of the constraints of methods, data covering more than one week of the radio life of respondents are rare. But radio-advertising campaigns tend to stretch out between three to eight weeks. To solve this inconsistency a new multiple week reach model for the Dutch market has been developed. This paper describes the process and results of developing this new reach calculation. An actual live case from a user perspective is included in this paper.
This paper describes the media behaviour of six ethnic groups in the Netherlands with regard to cultural acceptance levels. The groups are made up of Turkish, Moroccan, Surinamese, Chinese, Antillean and Moluccan people aged 18 years and older. The results are based on a quantitative study carried out in 1998 and reported in 1999, and also the results of a 1997 study carried among Turkish, Moroccan and Surinamese youngsters, aged between 13 and 17 years.
The Internet offers several versatile new technologies which can be applied not only to interviewing Internet users but also as a new and superior means to solve problems for which CAPl is presently used. Internet-based interviewing is not just for self-completion interviews but is useful to interviewers as well. Early work in this area has been concerned with how Internet interviews may be achieved at all, even with a simple questionnaire. This paper considers the next stage, when researchers will wish to present major questionnaires of the kind supported by other CAI tools. This paper examines the alternatives available for interviewing using the Internet, and considers the strengths and weaknesses of each in the context of major questionnaires. The conclusion of this analysis is that an organisation must be prepared to use different CAI techniques for different applications. The author presents a methodology for preparing surveys, based on this analysis, and shows its application in the case of the RegioLicht Electronic Community experiment in the Netherlands.