This case study describes how BBC Audience Services, a customer-facing department of the broadcasting company, used the findings from its Customer Satisfaction study to make changes within the business and improve its iPlayer help service.
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.
Patricia Flores and Stéphane Gautron, ESOMAR, Congress, Nice, September 2014
This paper reveals a new market research model in the FMCG retail sector in France, where data collection of FMCG new product launches was embedded in an ecosystem involving consumers, brands and the supermarket retailer, Carrefour.
Baolong Ma, Lin Zhang, Gao Wang and Fei Li, International Journal of Market Research, Vol. 56, No. 3, 2014, pp. 341-366
The purpose of this research is to help better understand the effects of a productharm crisis on crisis and non-crisis brands’ customer perceived value and market competitive structure in the auto industry.
Anja S. Göritz and Susanne C. Luthe, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 611-626
An incentives experiment was conducted in a commercial online panel to examine the effects of lotteries and of offering study results on response behaviour as reflected by participation, retention and item non-response.
Andrew Sauer and Steve August, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper discusses an initiative from FMCG firm Procter & Gamble (P&G) that aimed to solve a product transition dilemma: sales data from its Babycare division showed they were losing volume and market size when moms switched diaper sizes.
Andy Morris and Shaun Austin, WARC Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation suggests that using "connected data" - overlaying precise media consumption and brand perception data - can enable brands to understand which of their advertising channels are most effective.
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.