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Article

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.

Research Paper

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.

Research Paper

This paper describes consumer and shopper research that led to a successful portfolio reconfiguration of PepsiCo's salty-snack multipacks in Colombia.

Research Paper

This study from McDonald's UK, the quick-service restaurant chain, seeks to understand how a menu may be rationalised to simplify consumer choice without a negative impact on sales.

Research Paper

Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice.

Case Study

This case study shows how first direct, a financial services brand, further increased the brand's share of new current accounts in the UK by drawing in a profitable millennial audience.

Case Study

This case study shows how Direct Line, an insurance provider in the UK, took inspiration from a Hollywood character to refine its brand purpose.

Article

This article discusses the future of brand consultancy, arguing that the current model is not fit for purpose; the new breed must place consumer insight at its heart.

Research Paper

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.

Research Paper

Multi-item rating scales are the accepted solution for achieving reliable and valid measures in the social sciences.

Research Paper

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.

Research Paper

This paper uses the experiential marketing concept to explain some of the motivations for socially responsible consumption.

Research Paper

This article discusses how market researchers looking for insight could learn from the processes and thinking that solved a real-life murder case, including the application of Bayes' Theorem.

Research Paper

This paper demonstrates how Carrefour, the supermarket chain, combined market research principles with big data to improve ROI from its loyalty programme in Belgium.

Research Paper

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.

Research Paper

Traditional choice-based conjoint methods are based on an unrealistically rational model of consumer decision-making.

Research Paper

This paper sets out how PepsiCo, the food and beverage company, developed a holistic research method based on perceived brand equity to find an optimal pricing strategy for its snack brands in India.

Research Paper

The level-free version of the Forced-Choice Binary measure of brand benefit beliefs was introduced in a recent article in IJMR (Dolnicar et al.

Research Paper

This paper sets out how PepsiCo, the food and beverage company, developed holistic a research method to find an optimal pricing strategy for its snack brands in India.

Article

Admap's Online Research Buyers' Guide 2015, sponsored by Research Now, features the online panel research services offered by a range of different suppliers.

Case Study

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.

Research Paper

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.

Research Paper

This paper explores the role of the unconscious mind in consumer decision making and offers ideas and explanations of how market researchers can access consumer's unconscious processes.

Research Paper

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.

Research Paper

In recent years, maximum difference scaling (MDS) analysis has gained a significant increase in popularity in market research.