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.
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.
Jan Lajka, ESOMAR, CEE Research Forum, Krakow, March 2012
Using the example of a research project for the CSOB, a leading Czech bank, this presentation demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the client and the bank's customer.
Robert E. Carter, International Journal of Market Research, Vol. 52, No. 3, 2010, pp. 393-406
Discrete choice experiments are analysed using multinomial logit models. One key trait of these models is that independent variables are usually based on alternative related characteristics, such as the price of different options or the commute time for different travel alternatives.
Ray Kent, International Journal of Market Research, Vol. 51, No. 2, 2009, pp. 181-202
In ‘Rethinking data analysis – part one: the limitations of frequentist approaches’ (Kent 2009) it was argued that standard, frequentist statistics were developed for purposes entirely other than for the analysis of survey data; when applied in this context, the assumptions being made and the limitations of the statistical procedures are commonly ignored.
Alex Wheatley, Jon Puleston and Jason Brownlee, Admap Magazine, December 2017, pp. 36-38
Growing evidence suggests that recent trends in data analytics and first-party data segmentation have given rise to a problem known as 'survivor bias', where a brand's audience or customer base consists largely of people who have 'survived' its sales and marketing process.
Clare-Marie Hulsey, Horst Feldhaeuser, Patricio Pagani, ESOMAR, Congress, New Orleans, September 2016
This paper argues that brand trackers must be ecosystems, living organisms that adapt to the new realities of the market in order to survive, using 90+ cases from Coca-Cola's brands to show the new system at play across the company's multi-billion dollar portfolio.