Alexandra Chirilov, ESOMAR, Congress, 2017
This paper describes a research project assessing the validity of virtual reality (VR) as a data collection tool for market researchers, using the example of conjoint analysis in the German automotive sector.
Jeroen Hardon and Kees van der Wagt, WARC Exclusive, August 2017
This article looks at the comparison between two approaches to consumer decision behaviour - the utility model (RUM) and Random Regret Modeling (RRM) - and offers a hybrid solution to provide a more effective framework.
Saul Dobney, Carlos Ochoa and Melanie Revilla, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 495-516
The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.
Leigh Caldwell, Lizzi Seear, ESOMAR, Congress, New Orleans, September 2016
This paper reports on a global survey research project for InterContinental Hotels Group (IHG) - utilising an implicit approach and behavioural economics - that helped IHG's Holiday Inn brands identify key areas for investment to enhance the customer experience.
Ruben Huertas-Garcia, Laura Guitart-Tarrés and Ana Núñez-Carballosa, International Journal of Market Research, Vol. 58, No. 4, 2016, pp. 569-594
The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options.
Hervé Guyon and Jean-François Petiot, International Journal of Market Research, Vol. 57, No. 5, 2015, pp. 701-726
Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.
Moti Zwilling, WARC Prize for Innovation, Entrant, 2014
This case study describes how researchers at the School of Business Administration, Bar-Ilan University, Israel, developed a tool to to assist advertising agencies to select the best product campaign endorser successfully from a list of a given candidates.
Layla Northern, Andy Plunkett, Sam Gardner and Kathryn Boxall, MRS Awards, Finalist, December 2014
This article explains how Boots, the UK beauty and personal care retailer, used online surveys to understand how much more consumers are willing to pay for better quality service and in-store experiences.
Amit Dogra, Michael Fox and Samy Mardolker, ESOMAR, Asia Pacific, Jakarta, May 2014
This paper discusses ways of combining product testing and marketing message testing in Asia. Commonly, product testing is undertaken, followed by messaging research, but this is inadequate as is does not allow for optimisation.