Mark Manning and Nick Leon, ESOMAR, Congress, 2018
The British pharmaceutical company GlaxoSmithKline carried out an ethnographic study in the developing market to examine global healthcare challenges and R&D commercial opportunities presented by a rising urban population.
John Kiser and Narith Panh, ESOMAR, Big Data World, November 2017
Discusses what problems marketers may face when using virtual reality technology in the automotive category by evaluating results from research in Germany that compared a VR showroom with a real studio.
Louise den Uijl, Marion Emorine, Sjoerd Koornstra, Maaike Hagen and Wim Hamaekers, ESOMAR, Congress, 2017
This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.
Junichi Ichiba, Humphrey Chen and Yuki Tanaka, ESOMAR, Congress, 2017
This paper explains how Coca-Cola Japan, the soft drinks company, used innovative methodologies and a virtual experience technology to develop a new serving model for the freshly-brewed 'authentic' coffee it offers in convenience stores (CVS).
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.
NEW YORK: Creating “captivating and compelling” experiences is a more potent way for brands to achieve viral effects for online games than offering incentives for sharing, according to a study published in the Journal of Advertising ...
Damien Renard and Denis Darpy, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 173-181
To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.
This article presents advances in 3D, VR and AR technologies that are providing auto marketers with powerful experiential tools capable of generating deeper and more intuitive insights which can better engage consumers emotionally.
Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.
Will McInnes, WARC Best Practice, July 2017
This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.
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