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.
This Company Profile from Euromonitor provides key details and analysis of Under Armour. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the clothing and accessories market.
Mark Inskip, WARC Best Practice, July 2016
This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.
Norman Wagner, Matthias Höppner, Philipp Dommers, Georgios Engels et al, WARC Prize for Social Strategy, Shortlisted, 2016
This case study demonstrates how Dell, an American multinational computer technology company, used audience insight and humour to make it part of the IT conversation and become a real contender when IT decision makers in German companies considered a new hardware purchase.