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ESOMAR Conference papers
Int. Journal of Market Research
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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.
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