or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Household and domestic
ESOMAR Conference papers
Int. Journal of Market Research
Date: newest first
Date: oldest first
Superpromoter Research: How studying the flow of enthusiasm of customers helps corporate giants
Arne van de Wijdeven and Rijn Vogelaar, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
Philips, the domestic appliance and personal care company, wanted to identify, understand and assist its most enthusiastic customers - "superpromoters" - in India.
Philips, the domestic appliance and personal care company, wanted to identify, understand and assist its most enthusiastic customers - "superpromoters" - in India. Philips is used as a case study to illustrate how superpromoters can help a brand grow in terms of revenue and reputation; can motivate employees; can help a brand make strategic and tactical decisions; are ideal co-creators. The authors found most companies don't have much information on their most enthusiastic customers, hence they suffer superpromoter blindness. The study encourages more brands to engage with and listen to their superpromoters.
One Part Resonance One Part Edge: How Philips Built a Better Business With a New Recipe For Validating Consumer Insights
Alex Batchelor, Federico Trovato, ESOMAR, Innovate, Barcelona, November 2010
Philips transformed its business from being technology driven to consumer driven, recognizing that this was their best strategy to create breakthrough products and winning communications programs.
Philips transformed its business from being technology driven to consumer driven, recognizing that this was their best strategy to create breakthrough products and winning communications programs. This presentation shares how Philips, in changing their organization, crafted a completely new platform through collaborative efforts with BrainJuicer that could redefine and validate consumer insights effectively, ensuring that only the most potent would be carried through to guide new product development.
Cooking with Goethe: Gaining Insights and Foresights Through Cultural Patterns in Everyday Life
Ramona Wehlig, Thomas Pohne, Jens Lönneker, Kirsten Juchem, ESOMAR, Qualitative, Barcelona, November 2010
Across individuals, cultures or target groups, Psychological Morphology describes how habits, emotions, visuals, products can be seen as unifying "Gestalten" (shapes) that constantly change and develop.
Across individuals, cultures or target groups, Psychological Morphology describes how habits, emotions, visuals, products can be seen as unifying "Gestalten" (shapes) that constantly change and develop. From Goethe’s Morphology of living beings via a deep psychological theory that bridges cultural differences, the presenters studied the structure of everyday cooking and eating habits and arrived at marketable solutions for their client, Vorwerk, maker of the world’s most amazing kitchen robot. Embark on an unusual journey into consumers’ moods and thoughts and what lies beyond them!
Inspiring creativity through online stakeholder involvement - how Electrolux piloted the user forum online for product innovation
Steffen Entzeroth, Menno Urbanus, Ine Dinklo and Edward Groenland, ESOMAR, Annual Congress, Cannes, September 2005
Have you been involved in multi-country innovation research? Or ever wished you had? Do not let the hurdles of such studies hold you back, but instead make it a smart process.
Have you been involved in multi-country innovation research? Or ever wished you had? Do not let the hurdles of such studies hold you back, but instead make it a smart process. Inspire the innovations team, and consumers. How? Start by listening to the insights that result from research into washing machine innovations. The story of the User Forum Online makes for an entertaining case study and provides you with practical tips and tricks.
A clean future. The future of cleaning, consumer insight and the process of co-researching
Naama Forsrup, Eva Glantz and Anna Karin Trydegård, ESOMAR, Consumer Insight Conference, Vienna, April 2004
In order to bring consumer insights into the organisation and create involvement there is a need to move away from the notion that consumer insight is, and should be something that only interests consumer insights managers and researchers.
In order to bring consumer insights into the organisation and create involvement there is a need to move away from the notion that consumer insight is, and should be something that only interests consumer insights managers and researchers. This requires a 100% commitment from top management placing research-based consumer insight on the top of the corporate agenda. Shared insights, jointly owned by many, will enable involvement and consumer understanding. It is only when each individual owns the knowledge personally that an organisation truly acts upon consumer insights. This paper, a joint supplier/client presentation will illustrate how a large corporation, Electrolux, works systematically and strategically with consumer insight, and how the co-researching process contributes to joint ownership of insights and therefore integrates consumer insights throughout the organisation. The paper will bring to life the voice of the participating clients - the project group from Electrolux.
A study of market structure: brand loyalty and brand switching behaviours for durable household appliances
Zhi_Feng Wang, Wann-Yih Wu and Chinho Lin, International Journal of Market Research, Vol. 42, No. 3, 2000
The main purpose of this paper is to provide an approach for analysing market structure in terms of brand loyalty and brand switching behaviours for the purchase of durable household appliances.
The main purpose of this paper is to provide an approach for analysing market structure in terms of brand loyalty and brand switching behaviours for the purchase of durable household appliances. A three-choice model provided by McCarthy et al. (1992) is implemented as the main technique in our approach. First, we segment the market by measuring the proportion of brand loyal customers and brand switchers using this three-choice model. Then we employ factor analysis and ANOVA in order to identify the key factors affecting brand loyalty and to understand whether or not differences exist among the factors deemed important by heterogeneous customer segments. Through the application of empirical data, collected on the refrigerator market data in Taiwan, it can be seen that it is helpful to understand the structure and brand switching behaviours of a specific product line.
Engineering and Anthropology - A Winning Combination. The Development of a New Consumer Durable
Mike Woodhall, C.K. Sharma and Deenaz Damania, ESOMAR, Product Engineering, February 1995
The Client company, a well established manufacturer of consumer durables in India was keen to manufacture and market a vacuum cleaner, specially tailored for the urban Indian household.
The Client company, a well established manufacturer of consumer durables in India was keen to manufacture and market a vacuum cleaner, specially tailored for the urban Indian household. This paper presents the developmental process, the lessons learnt from research, the way these were made use of in product design and in further research. For the purpose, the Client, a strong believer in research, brought together and oversaw the activities of the UK based Design team and the India based research group.
YOU ARE IN THE WARC INDEX:
Household and domestic
Household appliances, durables
Household and domestic
Batteries, stationery, sundries
Cleaners, detergents, air care
Furnishings and fittings
Paints, DIY, home improvement
Pets and petcare
Toilet paper, kitchen towel
Washing powder, fabric softeners
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc