Pernille Kok-Jensen, James Guerrier, Sammy Kong and Christian Kurz, ESOMAR, Congress, 2017
This paper explains and shares findings from Youth in Flux, a global integrated research project for Viacom, owner of TV channels such as MTV and Comedy Central, who wanted a better understanding of its younger audiences' attitudes and aspirations.
Euromonitor Strategy Briefings, August 2017
This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.
Hetty Fore, Renuka Iyer and Keith Phillips, ESOMAR, Congress, 2017
This paper looks at how Microsoft, the software and technology company, uncovered its real developer targets and gained actionable insights into rapidly changing technical and commercial audiences across industries.
Chunyu Li, Ling Peng and Geng Cui, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 335-354
This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.
This article examines the considerations retailers must make before they use chatbots to engage with consumers on a range of channels, and outlines some useful guidance they should look at when setting up chatbots, with examples from H&M and Kia.
Nathalie Dens, Patrick De Pelsmacker, Peter Goos and Leonids Aleksandrovs, International Journal of Market Research, Vol. 58, No. 5, 2016, pp. 649-670
This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.
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.