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Conflict maps in social media: From traditional arenas to 2.0 environments
Julián Andrés Riveros Clavijo and María Angélica Aya Zárate, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper analyses conflicts in social media networks, fusing conflict map models with social network analysis such as graph analysis, and argues that many brands are mishandling their interactions on these platforms.
This paper analyses conflicts in social media networks, fusing conflict map models with social network analysis such as graph analysis, and argues that many brands are mishandling their interactions on these platforms. The authors contend that some brands allow interactions to devolve into conflict which may scale rapidly and turn low-intensity situations into crisis events. The research discussed in this paper is particularly focused on the Twitter platform, and is illustrated with cases from the retail and travel categories. The authors argue that their methodology can provide insights that enable the control and neutralization of conflicts in a fast and efficient way, enhancing consumers' rapport and confidence.
Doing more with less: Crossing the boundaries of qualitative research to increase business impact
Charles Hageman, Annelies Verhaeghe, Tom De Ruyck and Thomas Troch, ESOMAR, Qualitative, Amsterdam, November 2012
This paper argues that qualitative research can make a bigger impact on business by crossing three boundaries.
This paper argues that qualitative research can make a bigger impact on business by crossing three boundaries. First, qualitative researchers should come forward as consultants before and after a research project. Second, they should embrace and enrich quantitative research. And third, consumers should be allowed to take over part of the research process. The process is illustrated with a client case study of services provided for the airlines Air France and KLM.
Flying With the Simpsons: An Award Winning Research Paper That Helped Air New Zealand Reinvent the Long Haul Air Travel
Horst Feldhaeuser and Hudson Smales, ESOMAR, Asia Pacific, Melbourne, 2011
This presentation is based on a large, multifaceted, multidisciplinary, collaborative and iterative team-based research project involving Air New Zealand and long haul travellers.
This presentation is based on a large, multifaceted, multidisciplinary, collaborative and iterative team-based research project involving Air New Zealand and long haul travellers. Whilst a substantial financial commitment, the new interior long-haul design not only strengthens Air New Zealand's competitive advantage, but both the unique Skycouch and Premium Economy Spaceseat and their respective license opportunities also provide a potential new revenue stream.
There is no retail like travel retail - “Retailtaiment” in Fragrance
Jérôme Goldberg, ESOMAR, Fragrance Research, Cannes, June 2009
The presentation describes the Travel Retail market, from its creation in 1947 to today's performance, and how the Beauty products have mostly taken advantage of this channel.
The presentation describes the Travel Retail market, from its creation in 1947 to today's performance, and how the Beauty products have mostly taken advantage of this channel. It is also seen how the brands are trying to attract passengers thanks to retailtainment inside and outside the shops, comparing the impact of the efforts of Fragrance brands vs. brands of other categories, to identify the key levers to reach the traveling consumers.
easyJet community - using online communities to co-create the future
Sophie Dekkers and Graeme Lawrence, ESOMAR, Panel Research, Dublin, October 2008
The article discusses how online panels have morphed into research communities. The benefits are described with a case study for easyJet.
The article discusses how online panels have morphed into research communities. The benefits are described with a case study for easyJet. The easyJet community was launched in 2008 and consists of 2,000 persons who have flown with the airline in the past 12 months. A case study of customer perceptions of the boarding process is described in detail stage by stage. The Departure Lounge section is the dedicated area for customers to discuss issues and for easyJet to engage in dialogue on these aspects. A number of collaborative tools to encourage community member engagement are described, including member blogs, polls and facilities to ask questions and express themselves on matter that interest them, key benefits have proved to be: concept generator and filter; ability to discuss and get reactions to hot topics; cost-benefit analysis; and collaboration and co-creation.
Virgin USA – A 21st century approach to brand development
Julie Peters, Melanie Appleby and Sue LaRue, ESOMAR, Annual Congress, Montreal, September 2008
Internationally, the Virgin brand is consistently one of the most respected names across the many sectors it operates in.
Internationally, the Virgin brand is consistently one of the most respected names across the many sectors it operates in. Driving this performance is a business model that is truly unique and rests on the applicability of a brand to a wide range of different sectors, from cell phones, to aviation, financial services and hospitality. This paper highlights a need for insight and brand managers to stop looking at brands as abstract entities and more as instruments for increasing consumer engagement, easing new category entry and, ultimately, creating return for the business.
Exploring markets with agent-based computer simulations
David Perroud and Roger Parker, ESOMAR, Annual Congress, Montreal, September 2008
Do we always need to interview human beings in the flesh, or can we get reliable information by observing thousands of 'I-individuals' who are pre-programmed to follow the same utility function as their human counterparts? Where is the frontier? Agent-based modeling is a form of computational simulation where artificial agents are given a set of rules and then interact freely between each-others.
Do we always need to interview human beings in the flesh, or can we get reliable information by observing thousands of 'I-individuals' who are pre-programmed to follow the same utility function as their human counterparts? Where is the frontier? Agent-based modeling is a form of computational simulation where artificial agents are given a set of rules and then interact freely between each-others. Agents can have different roles; they can represent consumers, companies, governments and, generally speaking, will act according to their own preferences or own rules of actions. This paper demonstrates how agent-based modeling can be used to simulate the future demand for air travel on a global scale under a variety of scenarios.
Improving the travel experience - greater profits through effective satisfaction measures
David Perroud, Daniel Ray and Carsten Friedrichsen, ESOMAR, Leisure Conference, Rome, November 2006
This paper analyses why past efforts to raise air passengers' satisfaction have not helped most airlines to differentiate themselves from competitors.
This paper analyses why past efforts to raise air passengers' satisfaction have not helped most airlines to differentiate themselves from competitors. Using years of historical and current data collected in the airline industry, the paper demonstrates how each individual attribute can impact overall satisfaction in very different ways. In fact, only a few attributes have a linear impact (as is too often deduced from statistical models). Furthermore, corrective actions that only take into account the degree of importance of an attribute, whilst ignoring a potential asymmetry of its impact, often result in poor ROI.
Does it pay to invest in customer satisfaction?
Ambros Scope and Hannsfriedrich Braun, ESOMAR, Congress 2003
This paper delivers empirical proof that actions to improve Customer satisfaction also lead to an increase of yield.
This paper delivers empirical proof that actions to improve Customer satisfaction also lead to an increase of yield. Customer’s satisfaction and loyalty are measured by means of a worldwide survey and the results are used to identify actions for improvement. In this study data from the worldwide customer satisfaction survey was linked to data from the database of Lufthansa Cargo’s (LCAG’s) financial department. The results showed that customer satisfaction has a positive impact on customer loyalty and LCAG’s share of “customer’s wallet” as well as on the development of price and the usage rate of high value products.
Management of competitive information within a global company
Anke Sturtzel, ESOMAR, Mktg & Competitive Intelligence, Geneva March 1999
Against the background of European integration and globalisation of the aerospace industry, competitive intelligence receives new significance.
Against the background of European integration and globalisation of the aerospace industry, competitive intelligence receives new significance. More than ever before, good knowledge of one's competitors is essential if one wishes to succeed in the market. Structures such as those existing in the aerospace industry, which are becoming more and more complex, make it increasingly difficult to keep all relevant areas of competition under observation. In addition, a global company spread over various locations suffers from a growing lack of transparency in its internal knowledge base, and with a flood of external information swelling by day. This paper describes the structure and process of competition analysis at DaimlerChrysler Aerospace (Dasa), which enables the competitive scene to be kept under continuous observation and events relevant to the company's competitive position to be identified and announced in an early-warning system. The paper shows how it is possible to build such a system. The central area of activity is the formation of competitor working groups operating across the borders of individual departments.
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