This paper is based on research conducted by Hennessy amongst its consumers, using internet-based ethnographic techniques. The results are based on a quantitative and qualitative assessment of over 1,200 personal web pages housed on Blackplanet.com. The paper explores the phenomenon of personal web pages and what can be learnt from their study about consumers and their relationships with brands. It also explains how Hennessy has used this research, and subsequent research amongst visitors to our own website, Hennessy.com, to gain a better understanding of the role of brand enthusiasts in the social diffusion of our brand.
This paper addresses innovative online qualitative research with pharmacists across Canada. The paper explores why innovation is crucial to business success and how companies can work together to foster new ideas; how an online methodology yielded richer verbatim comments than traditional focus groups; and how an interactive and groundbreaking presentation technique helped to bring researchers to the decision-making table.
Taking the guesswork out of advertising audience measurements has been the wish of advertisers, media buyers and newspaper executives for many years. Most of the time the measurements have been conducted on a street-based or telephone based interview, with high cost and a small number of ads. The use of the internet as a tool for collecting data on newspaper ad readership is a new development, showing good and stable results and giving insight into newspaper advertising readership that has never before been shown. Some of the results from a year long study of advertising readership in Sweden confirm the conventional thinking, while others are new and challenging - and most certainly will shed new light on the development of more effective ads and a more effective pricing structure. This paper shows the aggregated readership data for more than 160000 individual advertising observations over the years 2001 to 2003. The paper shows some results of newspaper advertising observation after age, color, placement in newspaper, editorial environment, left hand page/right hand page, and advertisement size.
Millward Brown IntelliQuest has performed a controlled experiment comparing web-based versions of its annual syndicated media study, the CIMSTM Home Technology Influencer and Business Technology Influencer surveys, with the paper versions currently in use. This study found that the web-based versions produced media measures highly correlated with the paper-based versions. However, web measures were higher on average for readership audience estimates and lower on average for viewership audience estimates. Response rates were lower among web-based consumer respondents, but higher among web-based business respondents.