Brian Fine and Con Menictas, ESOMAR, Asia Pacific, May 2017
This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.
Anurag Vaish, Sema Sgaier, Steve Kretschmer, Ram Prasad, Tim Sweeney, Jeff Mulhausen, Katie Plocheck, Maaya Sundaram and Maria Eletskaya, ESOMAR, Winner, Best Case History, Congress, Dublin, September 2015
This paper explains the intent-action gap for male circumcision in Africa, and uses behavioural economics to propose some solutions.
Margaret Coles, Admap, Admap Prize, Shortlisted, 2015
This article argues that the use of big data in marketing resembles the transactions data financial services have collected for a longer period of time, and that marketers should put more energy into understanding 'why', and looking tot he future, and less on monitoring what has passed.
José-Domingo Mora, Robert Krider and Jason Ho, Journal of Advertising Research, Vol. 55, No. 1, 2015, pp. 22-36
How do household members influence one another’s television-viewing behaviors, and how can these behaviors affect new programming? The current study offers a method to separate two different sources of interpersonal influence among television viewers in the same household: what the authors call “social co-viewing” and the intrinsic preferences of another viewer independent of co-viewing.
Nick Hajli, Xiaolin Lin, Mauricio Featherman and Yichuan Wang, International Journal of Market Research, Vol. 56, No. 5, 2014, pp. 673-689
Consumer trust is essential for a business to successfully promote new products and services. This paper develops a trust model from a social commerce perspective by investigating the influence of social commerce constructs on consumer trust in new products and services.
Su-Jen Chuang and Cherng G. Ding, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 149-172
Celebrity singer worship transcends social hierarchies. The celebrity singer image is a construct including the facets of being professional, stylish, diverse and renowned, created and evoked in consumers’ minds to differentiate a brand and influence consumers’ brand preference.
This US report by Nielsen explores the Mass Affluent consumer segment (representing 11% of all US households), which consists of seven distinct groups, each with its own lifestyles, media patterns and preferences.
LONDON/WASHINGTON: The inaugural Admap Prize has been won by Nick Hirst of Dare, the London-based agency, for his paper arguing that "experience architecture" will shape the future of planning in brand communications.