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
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:
Pharmaceutical and healthcare
Motor and auto
Government and non-profit
Toiletries and cosmetics
ESOMAR Conference papers
Int. Journal of Advertising
Journal of Advertising Research
Int. Journal of Market Research
MRS Conference Papers
Date: newest first
Date: oldest first
Psychological Automotive Lifestyles: The analysis of automotive lifestyles to support targeting
Dirk Ziems, Thomas Ebenfeld and Gabriele Lehmann, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper highlights a type of qualitative research that provides a detailed understanding of target groups of car owners.
This paper highlights a type of qualitative research that provides a detailed understanding of target groups of car owners. Car ownership, vehicle body types and car brands have specific relevance to consumers at different life stages, for different lifestyles and in different cultures. Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Concerning innovation planning, designing or communication and marketing, target customers have specific requirements, depending on their lifestyle and cultural background, which this paper discusses. Practical examples of research from Europe and Asia are described.
The Power of a Package: Product Claims Drive Purchase Decisions
Nora Lado Cousté, Mercedes Martos-Partal and Ester Martínez-Ros, Journal of Advertising Research, Vol. 52, No. 3, 2012, pp. 364-375
This research focuses on trends in new-product packaging claims and how such claims influence firm value.
This research focuses on trends in new-product packaging claims and how such claims influence firm value. Empirical evidence revealed differential impacts of three types of packaging claims: nutritional, environmental, and production. The result of the current study also identified an increasingly popular trend toward introducing multiple claims simultaneously on the same package. Theoretical and empirical evidence confirm that these claims relate to firm value. The empirical analyses included more than 18,000 new products from 81 firms in the US consumer packaged goods industry over a 10-year period.
Purchase prediction and brand loyalty: Studying hedonic forecasting and reward to establish approach behaviors
Alejandro Salgado, Maria Jose Calvo, Maria Fernanda Gomez and Carlos Velasco, ESOMAR, Latin America, Mexico City, May 2012
Traditionally product assessment before and after its launch has relied primarily on verbalisations and surveys; these methods offer great insight regarding consumer's opinion and cultural perception.
Traditionally product assessment before and after its launch has relied primarily on verbalisations and surveys; these methods offer great insight regarding consumer's opinion and cultural perception. Recent research in neuroscience contributes to this perspective, adding new tools to analyse how pleasure mechanisms predict and generate expectations. It also facilitates the understanding of how reward is involved in purchase behaviour and brand loyalty and can be used to evaluate product competitiveness even before its launch.
Getting into the Real World of the Shopper: Using Eye Tracking in a Multi Modal Research Approach
Wim Hamaekers and Ludovic Depoortere, ESOMAR, Insights, Brussels, February 2011
Rogil's innovative Sens-Pack model combines eye tracking with verbal quantitative and qualitative research techniques which enables the prediction of the success of your packaging or category management.
Rogil's innovative Sens-Pack model combines eye tracking with verbal quantitative and qualitative research techniques which enables the prediction of the success of your packaging or category management. In this presentation we will prove that the added value of this multi-mode research approach goes beyond conventional research techniques.
Whose design is it anyway? Priming designer and shifting preferences
Gorm Gabrielsen, Tore Kristensen and Judith Lynne Zaichkowsky, International Journal of Market Research, Vol. 52, No. 1, 2010, pp. 89-110
A series of studies is presented which investigates preference among similar but different designs within a product category.
A series of studies is presented which investigates preference among similar but different designs within a product category. The variables of price, brand name and ‘priming designer’ are shown to shift preferences. Without brand names, consumers prefer a well-designed object. When supplied with information about brand names and designer, they may shift their preferences to designs they believe are ‘designer’ brands, even when the actual design is not.
DesignEffect - measuring the future brand effect of graphic design
Gert Kootstra, Jos Vink and Pieter van Ginkel, ESOMAR, Annual Congress, London, September 2006
Until now designers, brand managers and researchers around the world had to do without a validated research instrument to predict effects of design.
Until now designers, brand managers and researchers around the world had to do without a validated research instrument to predict effects of design. This paper explains how the Dutch Designers Association changed this by initiating and developing a market research instrument to fill this void. The instrument helps designers and clients to predict the future brand effect of graphic design attributes, such as logos, packs, brochures and advertisements. The paper also describes how it has assisted clients involved in evaluating design alternatives.
Information asymmetries, labels and trust in the German food market: a critical analysis based on the economics of information
Birte Karstens and Frank-Martin Belz, International Journal of Advertising, Vol. 25, No. 2, 2006, pp. 189-211
This comprehensive research study reveals that credence qualities are often elaborated and harmonized using different signaling instruments, the choice of which reflect a company's characteristics and market position.
This comprehensive research study reveals that credence qualities are often elaborated and harmonized using different signaling instruments, the choice of which reflect a company's characteristics and market position. Signaling instrumentation does not apparently relate to any particular food industry, with family businesses seemingly able to create credibility in the context of socio-ecological product qualities, for example.
Packing a Punch: Using Packaging as Effective Advertising and Communication to Build Your Bottom Line
Chris Sinclair and Andy Knowles, Market Research Society, Annual Conference, 2006
With some 30,000 items in the average supermarket, consumers are bewildered by choice. The authors of this paper argue that good design provides a way in which consumers can avoid becoming paralysed by choice.
With some 30,000 items in the average supermarket, consumers are bewildered by choice. The authors of this paper argue that good design provides a way in which consumers can avoid becoming paralysed by choice. Through extensive research, they have identified the key elements of design which drive sales and volume and which have helped a number of clients increase their sales by over 50% through simple changes to pack design.
Semiotic codes in the pharmaceutical industry - borrowing from FMCG and other sectors
Diane Fox-Hill, ESOMAR, Healthcare Conference, New York, February 2006
This paper looks at how trust, authority and science are currently 'communicated' in the pharma and other sectors.
This paper looks at how trust, authority and science are currently 'communicated' in the pharma and other sectors. Semiotic analyses show how it is possible to leverage certain codes in order to build different types of trust relationships with consumers and how clients can make best use of these learnings to maximise brand position, penetration and market share. The paper shows how learnings from the FMCG market can and are having implications for the pharma market, particularly in brands occupying premium spots.
The role of fragrance in the brand personality of consumer products
Maryana Kaplan and Kendra Zarrilli, ESOMAR, Fragrances Conference, New York, May 2005
This paper explores the role of fragrance in defining a brand’s personality at the point of purchase relative to its packaging.
This paper explores the role of fragrance in defining a brand’s personality at the point of purchase relative to its packaging. Louis Cheskin’s concept of Sensation Transference provides the basis for this exploratory research. Results contained herein are based on a consumer study of shampoo products designed to provide insight into recognizing fragrance’s contribution to the marketing mix of consumer product goods, measuring the impact of fragrance on brand identity, and understanding how fragrance, along with packaging, influences consumers’ purchase decisions and overall appeal.
YOU ARE IN THE WARC INDEX:
Other below the line
Packaging and design
Other below the line
Experiential and event marketing
Other below the line
Project types and objectives
Packaging and design research
, 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