Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
Raquel Sánchez-Fernández, David Jiménez-Castillo and Angeles Iniesta-Bonillo, International Journal of Market Research, Vol. 59, No. 5, 2017, pp. 671-690
The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.
Richard Bordenave, ESOMAR, Congress, 2017
This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.
Russell King and Geoff Lowe, ESOMAR, Congress, 2017
This paper describes how Orange, the telecommunications provider, leveraged its digital research platforms globally to ensure the consumers' voice is always at the heart of the company and to promote quicker, smarter decision-making and action-taking.
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.
Dominic Twose, Admap, March 2017, pp. 10-12
This article describes key learnings from the use of facial coding to assess ad responses to understand how advertising success is affected by emotional response, and to understand how that response can be measured.
Christoph Welter, Doerte Toellner and Helen King, ESOMAR, Congress, Dublin, September 2015
This paper argues that research agencies and their clients need to take a new approach to their relationships to improve business outcomes, using the example of a client that went in a different an opposite direction to the research.
Kumkum Bharti, Rajat Agrawal, and Vinay Sharma, International Journal of Market Research, Vol. 57, No. 4, 2015, pp. 571-603
Recently, the concept of value co-creation has gained popularity as it embraces customer and operant resources into the entire value-creation process, thereby overcoming the gaps of conventional marketing.