Qualitative research has become a commodity and is in danger of losing its power to shape business strategy and provide inspiring consumer understanding. Learn what TNS is doing to reverse this trend.
http://www,tnsglobal.com/qualitative
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. The same goes for the assessment of which insights to take on in the innovation funnel. In this fast-moving environment the risk of failure is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital. The current market space requires brands to validate each step of the entire innovation process, starting with the validation of insights.
Considering the importance of validating these insights for the innovation process, the need for accuracy is more present than ever. Can insight validation through surveys reclaim its position to provide consistent and rich data for decision-making by capturing the complex consumer reality, while at the same time increasing the engagement level?
Personalization, Going Beyond the Technology (Como envolver os clientes, sem ...E-Commerce Brasil
Edward Chenard fala sobre "Como envolver os clientes, sem deixar que a tecnologia fique no caminho da relação" no Congresso E-commerce Brasil de Experiência do Cliente 2014.
Qualitative research has become a commodity and is in danger of losing its power to shape business strategy and provide inspiring consumer understanding. Learn what TNS is doing to reverse this trend.
http://www,tnsglobal.com/qualitative
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. The same goes for the assessment of which insights to take on in the innovation funnel. In this fast-moving environment the risk of failure is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital. The current market space requires brands to validate each step of the entire innovation process, starting with the validation of insights.
Considering the importance of validating these insights for the innovation process, the need for accuracy is more present than ever. Can insight validation through surveys reclaim its position to provide consistent and rich data for decision-making by capturing the complex consumer reality, while at the same time increasing the engagement level?
Personalization, Going Beyond the Technology (Como envolver os clientes, sem ...E-Commerce Brasil
Edward Chenard fala sobre "Como envolver os clientes, sem deixar que a tecnologia fique no caminho da relação" no Congresso E-commerce Brasil de Experiência do Cliente 2014.
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
Ne laissez pas mourir vos prometteuses innovations de rupture !Ipsos France
Les innovations “Breakthrough” sont cruciales dans le succès et la survie d’une entreprise. Pourquoi ? Parce qu’elles vont doubler le retour sur investissement d’une innovation classique, non rupturiste.
D’un point de vue étude, il y a plusieurs questions qu’un marketeur doit se poser pour lancer avec succès des innovations de ruptures.
An introduction to InsightNG and our vision for harnessing augmented intelligence to bring cost advantages to maximizing business value by improving efficiency and productivity within today's organizations that enhances, scales and accelerates human expertise.
Why every company needs a Chief Consumer OfficerNatalie Mas
Have you ever heard of the Chief Consumer Officer, the new board member every company should get in the near future? In the new paper of our Head of Consumer Consulting Boards Tom De Ruyck, you'll discover five steps to become a consumer-centric thinking company, where the Chief Consumer Officer plays a central role.
How organisations are considering their audience in business decisionsEmpathy
Empathy set out to explore how NZ organisations are learning about their audience, and how they’re using the resulting information to make business decisions.
We talked to 55 of New Zealand's best organisations, both private and public sector. This is what we found...
[Whitepaper] Nudge Theory: An Effective Way to Transform Negative BehaviorsFlevy.com Best Practices
More Information:
https://flevy.com/browse/flevypro/nudge-theory-key-challenges-3895
Changing the behaviors of people is the foremost issue with every transformation initiative.
Nudge theory is a novel Change Management model that underscores the importance of understanding the way people think, act, and decide. The model assists in encouraging human imagination and decision making, and transforming negative behaviors and influences on people. The approach helps understand and change human behavior, by analyzing, improving, designing, and offering free choices for people, so that their decisions are more likely to produce helpful outcomes for the others and society in general.
Nudge theory helps reform existing (often extremely unhealthy) choices and influences on people. The theory is quite effective in curtailing resistance and conflict resulting from using autocratic ways to change human behavior. The model promotes indirect encouragement and enablement — by designing choices which encourage positive helpful decisions — and avoids direct enforcement. For instance, playing a ‘room-tidying’ game with a child rather than instructing her/him to tidy the room; improving the availability and visibility of litter bins rather than erecting signs with a warning of fines.
Organizations are increasingly using behavioral economics to optimize their employee and client behavior and well-being. Nudge units or behavioral science teams are being set up in the public and corporate sectors to influence people to address pressing issues. For instance, to increase customer retention by changing the language of support center staff to motivate customers to consider long-term benefits of a product; or to make employees to follow safety procedures by placing posters of watching eyes to remind them of the criticality of the measure.
An effective Nudge initiative necessitates much more than deploying a few experts in heuristics and statistics. The senior leadership should lay out a conducive environment for successful behavioral transformation. This entails assisting the Nudge unit to focus, place it appropriately, create awareness, train and de-bias people, implement effective rewards, and follow high ethical standards.
The leadership needs to think about and prepare to tackle 6 key challenges Nudge units face when implementing effective behavioral transformation initiatives:
What should be the focus of the Nudge unit?
Should the Nudge unit be placed at the headquarters or at the business unit level?
Which resources be made part of the Nudge unit?
What are the critical success factors to consider for the unit?
How to communicate the results and early wins?
What should be done to tackle skepticism and resistance to change?
Got a question about this presentation? Email us at support@flevy.com.
Know Your Digital Consumer :: Summer Camp 2014 and The 2014 Digital Consumer ...Dave Norton
We invite you to come to participate in Summer Camp and The Digital Consumer Collaborative. Summer Camp is for any marketing leader, researcher, or strategist who wants to learn how to make better strategic decisions when thinking about digital. The Digital Consumer Collaborative is primary research, done collaboratively and focused on digital consumers. You will participate in deep ethnographic, co-creation, and quantitative using the Mantel Method
working smarter - implementing dynamic, collaborative or connected working pr...ibmvietnam
Outperforming companies are already positioning for growth, concentrating on innovating and expanding. Introducing new services and products. Addressing new regulatory requirements. And moving into new markets.
How to do it? By working smarter - implementing dynamic, collaborative or connected working practices enabled by Business Intelligence and Business Analytic technologies.
The Open Group July Conference Emphasizes Value of Placing Structure and Agil...Dana Gardner
Transcript of a BriefingsDirect podcast about the how to achieve better risk management with better analysis of risk factors and presenting that in dollars-and-cents terms.
Using a Big Data Solution Helps Conservation International Identify and Proac...Dana Gardner
Transcript of a BriefingsDirect podcast on how a conservation group, partnering with HP, is bringing real-time environmental data into the hands of policy decisions-makers.
Using nudge theory to achieve a competitive edge with your UXFresh Egg UK
A presentation that covers the history and definition of Nudge theory, plus explains: the three key stages of implementing Nudge theory into your UX; example of nudges from the charity and private sectors; and test results of nudges Fresh Egg has implemented for some clients. To find out more about the EAST model mentioned in the presentation, search online for "Fresh Egg Resources" and download the free whitepaper
The Bright Future of Market Research Smartees WorkshopInSites on Stage
This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
Integrated Measurement: Linking PR to SalesTim Marklein
Presentation on "Integrated Measurement: Linking PR to Sales" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to PRSA Travel & Tourism Conference May 26, 2010 in Aspen, Colorado
Building an enterprise security knowledge graph to fuel better decisions, fas...Jon Hawes
A talk from BSides Las Vegas 2019, offering a field guide for how security teams can move from thinking in lists, to both thinking and operating in graphs.
Objetivo: Avaliar a administração da Prefeitura de Autazes e do Governo do Amazonas, identificar a intenção de voto para prefeito da cidade entre outras questões.
Metodologia e período de realização da pesquisa: Pesquisa do tipo quantitativa através de uma amostragem probabilística sistemática. As entrevistas foram realizadas por telefone (fixo ou móvel) conforme o banco de dados da Telemar, Vivo, Claro e Tim. O período de realização da pesquisa foi no dia 09 de dezembro.
Tamanho da amostra: Foram realizadas 200 (duzentas) entrevistas.
Margem de erro e grau de confiabilidade: A margem de erro máxima estimada é de 6,9%, para mais ou para menos, com um grau de confiabilidade de 95%. Isso significa que se fossem feitas 100 entrevistas com a mesma metodologia, 95 estariam dentro da margem de erro prevista.
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
Ne laissez pas mourir vos prometteuses innovations de rupture !Ipsos France
Les innovations “Breakthrough” sont cruciales dans le succès et la survie d’une entreprise. Pourquoi ? Parce qu’elles vont doubler le retour sur investissement d’une innovation classique, non rupturiste.
D’un point de vue étude, il y a plusieurs questions qu’un marketeur doit se poser pour lancer avec succès des innovations de ruptures.
An introduction to InsightNG and our vision for harnessing augmented intelligence to bring cost advantages to maximizing business value by improving efficiency and productivity within today's organizations that enhances, scales and accelerates human expertise.
Why every company needs a Chief Consumer OfficerNatalie Mas
Have you ever heard of the Chief Consumer Officer, the new board member every company should get in the near future? In the new paper of our Head of Consumer Consulting Boards Tom De Ruyck, you'll discover five steps to become a consumer-centric thinking company, where the Chief Consumer Officer plays a central role.
How organisations are considering their audience in business decisionsEmpathy
Empathy set out to explore how NZ organisations are learning about their audience, and how they’re using the resulting information to make business decisions.
We talked to 55 of New Zealand's best organisations, both private and public sector. This is what we found...
[Whitepaper] Nudge Theory: An Effective Way to Transform Negative BehaviorsFlevy.com Best Practices
More Information:
https://flevy.com/browse/flevypro/nudge-theory-key-challenges-3895
Changing the behaviors of people is the foremost issue with every transformation initiative.
Nudge theory is a novel Change Management model that underscores the importance of understanding the way people think, act, and decide. The model assists in encouraging human imagination and decision making, and transforming negative behaviors and influences on people. The approach helps understand and change human behavior, by analyzing, improving, designing, and offering free choices for people, so that their decisions are more likely to produce helpful outcomes for the others and society in general.
Nudge theory helps reform existing (often extremely unhealthy) choices and influences on people. The theory is quite effective in curtailing resistance and conflict resulting from using autocratic ways to change human behavior. The model promotes indirect encouragement and enablement — by designing choices which encourage positive helpful decisions — and avoids direct enforcement. For instance, playing a ‘room-tidying’ game with a child rather than instructing her/him to tidy the room; improving the availability and visibility of litter bins rather than erecting signs with a warning of fines.
Organizations are increasingly using behavioral economics to optimize their employee and client behavior and well-being. Nudge units or behavioral science teams are being set up in the public and corporate sectors to influence people to address pressing issues. For instance, to increase customer retention by changing the language of support center staff to motivate customers to consider long-term benefits of a product; or to make employees to follow safety procedures by placing posters of watching eyes to remind them of the criticality of the measure.
An effective Nudge initiative necessitates much more than deploying a few experts in heuristics and statistics. The senior leadership should lay out a conducive environment for successful behavioral transformation. This entails assisting the Nudge unit to focus, place it appropriately, create awareness, train and de-bias people, implement effective rewards, and follow high ethical standards.
The leadership needs to think about and prepare to tackle 6 key challenges Nudge units face when implementing effective behavioral transformation initiatives:
What should be the focus of the Nudge unit?
Should the Nudge unit be placed at the headquarters or at the business unit level?
Which resources be made part of the Nudge unit?
What are the critical success factors to consider for the unit?
How to communicate the results and early wins?
What should be done to tackle skepticism and resistance to change?
Got a question about this presentation? Email us at support@flevy.com.
Know Your Digital Consumer :: Summer Camp 2014 and The 2014 Digital Consumer ...Dave Norton
We invite you to come to participate in Summer Camp and The Digital Consumer Collaborative. Summer Camp is for any marketing leader, researcher, or strategist who wants to learn how to make better strategic decisions when thinking about digital. The Digital Consumer Collaborative is primary research, done collaboratively and focused on digital consumers. You will participate in deep ethnographic, co-creation, and quantitative using the Mantel Method
working smarter - implementing dynamic, collaborative or connected working pr...ibmvietnam
Outperforming companies are already positioning for growth, concentrating on innovating and expanding. Introducing new services and products. Addressing new regulatory requirements. And moving into new markets.
How to do it? By working smarter - implementing dynamic, collaborative or connected working practices enabled by Business Intelligence and Business Analytic technologies.
The Open Group July Conference Emphasizes Value of Placing Structure and Agil...Dana Gardner
Transcript of a BriefingsDirect podcast about the how to achieve better risk management with better analysis of risk factors and presenting that in dollars-and-cents terms.
Using a Big Data Solution Helps Conservation International Identify and Proac...Dana Gardner
Transcript of a BriefingsDirect podcast on how a conservation group, partnering with HP, is bringing real-time environmental data into the hands of policy decisions-makers.
Using nudge theory to achieve a competitive edge with your UXFresh Egg UK
A presentation that covers the history and definition of Nudge theory, plus explains: the three key stages of implementing Nudge theory into your UX; example of nudges from the charity and private sectors; and test results of nudges Fresh Egg has implemented for some clients. To find out more about the EAST model mentioned in the presentation, search online for "Fresh Egg Resources" and download the free whitepaper
The Bright Future of Market Research Smartees WorkshopInSites on Stage
This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
Integrated Measurement: Linking PR to SalesTim Marklein
Presentation on "Integrated Measurement: Linking PR to Sales" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to PRSA Travel & Tourism Conference May 26, 2010 in Aspen, Colorado
Building an enterprise security knowledge graph to fuel better decisions, fas...Jon Hawes
A talk from BSides Las Vegas 2019, offering a field guide for how security teams can move from thinking in lists, to both thinking and operating in graphs.
Objetivo: Avaliar a administração da Prefeitura de Autazes e do Governo do Amazonas, identificar a intenção de voto para prefeito da cidade entre outras questões.
Metodologia e período de realização da pesquisa: Pesquisa do tipo quantitativa através de uma amostragem probabilística sistemática. As entrevistas foram realizadas por telefone (fixo ou móvel) conforme o banco de dados da Telemar, Vivo, Claro e Tim. O período de realização da pesquisa foi no dia 09 de dezembro.
Tamanho da amostra: Foram realizadas 200 (duzentas) entrevistas.
Margem de erro e grau de confiabilidade: A margem de erro máxima estimada é de 6,9%, para mais ou para menos, com um grau de confiabilidade de 95%. Isso significa que se fossem feitas 100 entrevistas com a mesma metodologia, 95 estariam dentro da margem de erro prevista.
Digital Life - Understanding the opportunity for growth onlineTNS
Our goal is to make this complex environment simpler to navigate, cutting through the clutter to develop precise strategies, channels and content that inform your marketing plans, and make digital a key part of your growth strategy.
This report contains just a small snapshot of our findings, but please do get in touch with us to understand more about the opportunity that digital presents in your market or category.
http://www.tnsdigitallife.com
Brazil’s ‘Tropical Spring’ will live on long after the storm subsidesTNS
When protestors took to the streets of Brazil last summer, businesses could have been forgiven for thinking it didn’t concern them. With the political climate at boiling point, companies were anxious to retreat from the action and wait for the tropical storm to subside.
We’re entering a new era of digital government that could transform how citizens feel about their state. Here’s what research needs to do, to make it happen.
Original article from the Flevy business blog can be found here:
http://flevy.com/blog/an-in-depth-qa-on-social-media/
Social media–it’s a hot topic. Much has been written about how important social media is, how to measure it, the pitfalls of doing it, and how it will transform marketing as we know it.
What has been missing from these social media discussions is how companies can leverage social media to better understand consumers and use this insight to improve innovation, commercialisation, and performance. Never before have marketers been able to eavesdrop on what consumers actually say to their friends; however, with Twitter, Facebook, etc., it is now possible to glean information from authentic, real-time conversations that consumers have with one another.
To better understand how Marketers can leverage social media to drive insight and develop more effective marketing programs, I talked to three senior marketing experts:
I also talked to two research and consulting experts who are regularly using non-traditional methods to generate customer insight:
Question: Why is social media a good place to mine for customer insight?
Consumers are discussing brands, companies, and experiences on social media, according to Serendio’s Condamoor. “While some consumers will still pick up a phone to call a help line, the vast majority are now turning to blogs, Facebook, Twitter, etc., to provide real-time experience feedback,” he said.
Optimal Strategix Group’s Sukumar added that consumers engaging in social media often do so in a more detailed and authentic manner. “As a result, the source of information is often faster and more accurate than traditional methods of generating consumer insight,” he said.
Question: How does social media differ from traditional methods as a consumer insight tool?
In a previous Point of View, I argued that big data is not replacing research—it is liberating it. Researchers are liberated from generating a new survey for each new learning occasion; instead, ongoing big-data assets can be leveraged for many topics, allowing subsequent primary research to go deeper and fill in the gaps. Researchers are liberated from needing to rely upon bloated surveys and
instead can keep surveys short and focused on those variables that they are ideally suited for, resulting in better data quality.
Learn how social media intelligence can fill gaps in your research mix.
- Six unique benefits of social media research
- Four key layers of the social intelligence stack
- Eight core applications of social media data for modern businesses
Article Summary: Marketing Research Trends in 2014, Craig Kolb; BizCommunity.com; January 17, 2014
Article: “Marketing Research Trends in 2014,” by Craig Kolb, published by BizCommunity.com on January 14, 2014, suggests that marketing research as we know it could become extinct. Mr. Kolb presents five trends in 2014, which look at traditional methodologies and how those disciplines could make practical usage of the “big data” that are available. It is indeed a challenge for both marketing research purists and IT professionals worldwide. Are the data sets too large and complex to interpret via standard research methodologies? Have we reached a breaking point, or is this the paradigm that will ultimately redefine all that we know about customer experiences? Is more always better than less?
Extensive research from TNS proves that social media and search data can accurately predict the results of brand tracker surveys months in advance. The implications for market research are enormous.
Bridging the divide between brand and shopper marketingTNS
A new approach to mapping the shopper journey can drive more meaningful integration between brand and shopper marketing, and ensure brand equity translates into sales more effectively. We reveal the four principles that can connect your marketing strategy to what really drives buying decisions.
Getting to know the giant of Africa: opportunities for brands in NigeriaTNS
It’s the largest economy in Africa and one of the fastest-growing on earth, but how well do you really know Nigeria? Here’s our summary of the key opportunities.
Consumer confidence is rebounding in Southeast Asia’s second-largest economy. We’ve got the essential strategies for brands looking to align themselves with a positive national mood.
Transform results by focusing on receptive audiences TNS
The best ad in the world won’t deliver results if it can’t reach those likely to buy its product. A future-focused approach to identifying receptive audiences is delivering results where traditional targeting has failed.
The global research programmes that deliver the best value are not the most standardised - and they are not usually the most elaborate. Learn how brands have created strong, flexible protocols by focusing on shorter, smarter surveys, local engagement and active leadership at the centre.
It's a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to. But taking on the Hero role demands a very different approach in different markets. We present the essential playbook for would-be Heroes.
Brands cannot succeed at traditional trade without engaging the shopkeepers who control almost every aspect of it. We present a framework for understanding the motivations of traditional trade’s gatekeepers – and influencing their decisions.
Like most businesses, political players want to increase their slice of the available market – and like most businesses, they can only do so through proper, contextual understanding.
A groundbreaking study by TNS proves that mobile apps are not disrupting purchases in anything like the numbers that previous research suggests. Far from being threatened by mobile, retailers are in the best position to take advantage of it.
From Disney princesses to Dove, metaphor is a powerfully emotive tool for marketers. But it’s vital for brands to understand how the meaning of their metaphors changes between cultures.
Brands and retailers alike should be demanding more from online sales. Connected Life reveals the barriers to eCommerce fulfilling its potential – and shows how marketers can overcome them.
The dark days are over: it’s time to meet the new CambodiaTNS
Nestled between Vietnam and Thailand on the Indochina Peninsula, Cambodia is often overlooked in favour of its wealthier neighbours. The country’s history has also cast a shadow over how it is perceived by the rest of the world, and with good reason. The genocide led by Pol Pot’s Khmer Rouge regime in the 1970s resulted in the deaths of an estimated 25% of the population, including many of the intellectual elite.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
Predicting, managing and profiting from new technologies is one of the most important challenges that business leaders face.
It requires them to integrate a hugely diverse range of perspectives in a meaningful way: they must balance the insights of technology specialists with those of consumer experts, they must understand the related technologies that will determine a new launch’s success, and they must predict the moves and motivations of all of the players behind those technologies.
In the Year of the Horse, there is no letting up in China’s passion for luxury horsepower. Despite concerns over economic slowdowns and government regulations, the number of new manufacturers and new models competing in this sector continues to grow.
In ‘Auto insights: the luxe edition’, we’ll take you on a tour of the high-end of the auto market and the changing meaning of luxury itself, including:
Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
1. Research excellence
Let’s talk about you
The key to getting accurate, actionable ideas from market research
is to help respondents tell the truth about themselves
Jan Hofmeyr, Chief Researcher, Behaviour Change
White paper
2. Let’s talk about you
The key to getting accurate, actionable ideas from market
research is to help respondents tell the truth about themselves
Research cannot hope to deliver precise plans for growth unless it builds a precise
understanding of individuals. It seems an obvious point to make, but it’s one with
which brand tracking surveys, in particular, struggle to come to terms.
About the author
It’s an important but often ignored truth that survey data can be valid at aggregate
level and yet wrong about individual people. This comes about through mutually Jan Hofmeyr is TNS’s leading expert on
consumer behaviour, with a career spanning
compensating error, the likelihood that for everyone who says that they used over 20 years advising many of the world’s
a particular brand but didn’t there is somebody else who says that they didn’t use best-known brands.
the particular brand when they actually did. Thanks to mutually compensating
He invented ConversionModel whilst working
error, brand tracking can continue to deliver topline aggregate figures that are for the Customer Equity Company (acquired
roughly correct, even if individual data is seriously compromised. by TNS in 2000), recognising a need for better
quality insight on consumer motivations.
This possibility ought to keep researchers awake at night, since the In 2010, following a period of five years at
Synovate, Jan returned to TNS to continue
recommendations that we make about a brand’s potential and actual consumers his work in this field, updating the
depend upon individual truth and the way that each individual’s answers correlate ConversionModel methodology to cement
together, rather than aggregate data. We require respondent-level validity – and all its position as the world’s leading measure of
too often researchers do not push hard enough to achieve this. consumer commitment.
Prior to working in market research, Jan was
TNS is developing a new approach to brand tracking that focuses clearly on a senior political advisor for the African National
respondent-level validity and the adaptations that are required to achieve this. Congress during and after the first democratic
elections in South Africa. He is the co-author
Put simply, we care about whether our respondents tell us the truth about their (with Butch Rice) of Commitment Led Marketing
likely actions – and we are developing new techniques to make it easier for them and the author of numerous, award-winning
to do so. papers on brand equity.
This approach underpins the TNS ConversionModel, a global brand tracking study
that has been built around the techniques and principles outlined in this paper.
The problems with ‘big ticket’ tracking – and how to solve them
The structure of today’s brand tracking surveys makes it difficult to get to
individual truth. It’s worth pointing out early that this problem doesn’t result from
respondents hiding the truth from us – it’s a case of survey techniques making it
frustratingly difficult for them to provide us with meaningful information. The four
main barriers that surveys put in the way of respondents telling the truth are:
„„ Brand tracking surveys are far longer than they need to be – and asking too
many irrelevant and unnecessary questions has dire consequences for data quality
„„ They ask the wrong questions and often in the wrong way, using techniques
and measures that are simplistic and known to lead to false information
„„ They ask questions at the wrong time, exposing results to the fallibility of
human memory and failing to deliver the real-time insights that marketers need
„„ They fail to apply enough intelligence to the analysis of data, with the result
that clients do not get the information they need in time.
White paper
2
3. Let’s talk about you
Focusing on respondent-level validity, weeding out questions that don’t deliver it
and developing new ways of asking questions that do, are the keys to delivering
nimbler, more effective and more actionable trackers.
The TNS approach leverages available technologies and techniques to create in
the moment surveys that are able to access consumers’ instinctive responses;
to apply intelligence to these surveys to ensure relevant, responsive questions
and actionable data; and to link this to data-streams such as economic
conditions, sales information, marketing spend and digital behaviour to provide
a holistic view.
Flexible, adaptive, faster: cutting survey length
Our core proposition is that current big-budget trackers can be collapsed into one
efficient, flexible, and adaptive data stream. This data stream can be integrated
with others in a single-source approach.
This new data-stream is built upon an intelligence-driven survey populated by
learning algorithms that cut survey length, drive up validity, and automatically
create category and brand knowledge over time. The core survey is deliberately
and genuinely ‘thin’: it takes no more than two to three minutes to complete.
We do not consider ten minute surveys to be ‘thin’.
The new system will not be modular. It will be adaptive. There is a difference.
Modular systems are like a layer-cake that adds survey chunks to a core using
dumb criteria. The key to an adaptive system is that it learns from the respondent
during the survey what should be asked next. In other words, adaptive surveys
go where the respondent wants to go. Modular systems force respondents to
go where the researcher thinks they need to go. The adaptive system becomes
the ‘conversation with consumers’, part of a tracking approach that integrates
attitudes and behavior through the creation of single-source data.
Smarter thinking about which questions to ask
Building intelligence into the tracker system is the key to making all aspects of
a survey more relevant to the respondent and so overcoming the problem of
boredom whilst improving data quality. At the same time, an intelligent tracker
system can reduce costs through saving time – and enabling multiple survey
trackers to be consolidated into one.
The task of creating an intelligent tracker system begins with applying a rigorous
approach to sample size and covariance, asking smart questions about how
many respondents need to answer each question, and how many questions each
individual respondent needs to be asked.
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Leveraging a database of the standard deviations of variables provides us with an
opportunity to reduce the number of irrelevant questions we ask by confirming
how large the sample size for each question actually needs to be. If you know
that a question has a small standard deviation, then you can reduce the size of
the sample you need for that question – which in turn means you can select a
random sub-sample to answer the question and allow the rest to skip through,
reducing survey time.
Let’s look at a quick example of how this could work: we know from some
twenty years of doing brand equity studies, that committed users of a brand tend
to be homogeneous in the image they have of that and other brands. As a result,
their answers to attribute association questions hardly vary. This means that you
don’t have to force them all to respond to the attribute association question:
measure a few and you will know what the rest would have said. You can allow
these few to answer the question for the others.
Our approach to leveraging covariance is similar. In this case, we use a database
of established covariance to create a skipping, interview-shortening process that
is tailored to a particular respondent. We know that some questions are highly
inter-correlated. The three questions most commonly used in loyalty studies,
satisfaction, purchase intention and recommendation, happen to be great
examples. If you know that a person’s answers to a particular question will be
highly correlated with answers they have already given, then you can skip that
question. Again, survey length could be cut without loss of information.
Intelligent pathways through heuristics
Applying heuristic (or self-educating) principles can help us to extend the idea of
learning from respondents and create intelligent pathways in surveys. The key
here lies in adapting each survey in real-time, to reflect the way that the particular
respondent makes decisions. Once again, the key focus here is on achieving
respondent-level validity.
We know, for example, that people who are uninvolved in a category behave in
one of two ways: either they develop shallow habits in which they stick to one
brand because they can’t be bothered to think about what to use; or they care
so little about brand choice that they’re influenced more by point-of-purchase/
consumption phenomena than by brand.
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There is very little point to asking people in this frame of mind an attribute
association question because the results are highly predictable: their answers will
be sparse and restricted to the brand they buy by habit. What’s more pertinent
is to ask them questions that measure their response to ‘in the moment’ brand
stimuli: discounts, special displays, prominence on the shelves, and so on.
The challenge is to develop the right, engaging virtual environments to do
this effectively.
By contrast, people who are committed to a brand are less influenced by ‘in the
moment’ phenomena. They could skip these kinds of questions. A more complex
pathway could be built using attitudinal equity configurations.
On the whole, we aren’t fans of attribute association questions. However, these
same heuristic principles provide an opportunity to make simple changes that can
dramatically improve the correlation of attribute responses with actual sales at
respondent level. The four key changes that TNS has identified in this area are:
1. Allow respondents to select the attributes that are most relevant to them
before asking them to associate attributes with brands.
2. Restrict the scope of the associations to the sub-set of brands that are relevant
to each respondent.
3. Replace the free form association question i.e. respondents only tick positive
associations; with a binary form i.e. respondents answer ‘yes-no’.
4. For driver analysis: transform the results into ‘share of mentions’ for each
brand and attribute at respondent level.
‘Share of mentions’ is a simple transformation: instead of using values of
‘0, 1’ when performing driver analysis, use values that are based on the share
of mentions the brand gets for each attribute. So, for example, if a person
associates two brands with an attribute, then the values for that attribute for that
respondent in a driver analysis would be ‘0.5, 0.5’.
A binary response format results in much greater response stability and
reliability1. And reducing both the attribute and brand lists ensures that relevant
information is collected and reduces the tedium associated with the classical
attribute association task.
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Mobile capabilities: asking questions at the right time
Mobile capabilities have a vital role to play in improving brand tracking surveys,
since they have the potential to solve the problem of fallible human memory and
to deliver fast-turnaround results. Leveraging mobile technology enables us to
kick-start all surveys at the appropriate moment.
TNS has almost a decade’s experience of creating short-term panels in which
panelists record their daily buying and consuming as it happens. These ‘In the
moment’ mobile purchase and consumption diaries are less subject to memory
errors; they can be used to collect ambient point-of-purchase or consumption
information; and they provide a single-source of attitude and behavioral data.
The events covered by the diaries could include drinking an alcoholic or
non-alcoholic beverage, the complex and varied stages involved in planning
a car purchase, exposure to an ad for the first time, and a huge range of
other occasions.
In our experience, people create records of each event within an hour.
In categories involving many events, people send up to eight records a day.
If a panelist hasn’t sent anything for six hours since ‘waking’, they’re sent
a reminder. Although each record looks long, it typically takes three minutes
or less; and 70 percent of the panelists complete their diaries.
We validate overall consumption using external sources such as Kantar World
Panel, Nielsen, IRI. Respondent-level validation involves setting flags to
measure response consistency.
Mobile as listening device
TNS has developed an app called MobileBehave that leverages the mobile’s
potential as a listening device for all manner of brand-consumer communications
taking place through the mobile channel. MobileBehave data builds over time
as people become relaxed about the fact that the app is on their phone. It has
multiple uses:
„„ A source of passive (i.e. ‘listening’) mobile behavioural data
„„ A single-source of ‘listening’ data combined with ‘in the moment’ data
„„ Can be used to recruit panelists for non-mobile ‘listening’
„„ Enables the building of online communities based on revealed interests
„„ Can be used as a sample source for instant surveys
„„ Becomes the basis for creating causal models of behaviour over time
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Asking the right questions in the right way
We have always known that there is a gap between what people say in surveys
and what they actually do. Thanks to contemporary neuroscience, we know the
various reasons why the gap exists – and this can help us to fix it. By basing
questions around the parts of the brain that become active when brand
attachment forms, we are able to fix common mistakes that our industry makes
when it comes to communications modeling.
There are many ways in which current approaches to measuring and modeling
communications impacts ignore reality. Here’s a short list:
„„ Over-reliance on memory to establish communications exposure. As a result,
modeled effectiveness coefficients are faulty;
„„ Failure to take account of what’s already in the brain about brands,
in particular pre-existing brand commitments;
„„ Failure to model communications effects holistically (for example, in
the context of other information that affects brand image like competitor
communications);
„„ Overly narrow focus on characteristics of the advert at the expense of
measuring impacts on the person.
Neuroscientists tell us that there are genuine differences between the way the
brain reacts to favoured and non-favoured brands2. All forms of exposure to
brands create neural tracks over time that link favoured brands to personal goals
and values. Favoured brands then show up in complex networks in the brain that
include the areas that guide decision-making, and those that deal with affective
memories. By ‘affective’ we mean more than ‘emotional’. Affective refers to
feelings with deep personal meaning.
Brand connections are built in multiple ways, most notably, through direct brand
experience, through endorsements by others – most notably experts, friends, and
what can best be called ‘the mass of humanity’, and through own-brand and
competitor messaging.
A holistic approach to communications measurement and modeling can help.
This is based on the single-source approach to information that we described
earlier. We looked at the options for collecting information about brand use in
a way that overcomes problems of memory; and gives access to context-
relevant information. To model this information more effectively, we need to
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link it to metrics that reflect the neural connections that form around brands.
There are two of these metrics: first, a quantified measure of ‘affective impact’
(remembering here that ‘affective’ means more than just ‘emotional’); second,
open-ended questions to create verbatims that can measure ‘affective content’. Affective impact
We can combine these two approaches to measure the affective impact of a By affective impact we mean the extent to
which a piece of communications links the
communications piece. First, we ask a simple open-ended question: what does brand to experiences that have a deeper
the advert bring to mind; in what ways has the brand become part of your life personal meaning. It’s about placing the brand
and who you are? Second, we explore the sequence of emotions: The lesson in the context of personal goals and values.
of most of the current emotional measurement is that ‘positive’ is good. Yet
advertising is storytelling. And we know from great storytelling that it’s the
management of an emotional sequence that really matters. So, for example,
‘negative’ need not be bad if it’s followed by ‘positive’. Examples might include:
‘problem – resolution’; ‘surprise – delight’; ‘threat – victory’. And so on. Affective content
By affective content we mean articulating
The next step is to relate this view of the affective content of communications deeper motivations in words. Qualitative
researchers use projective techniques and rich
to how people actually make decisions in the market. TNS has developed a two- stimulus material to try to link instinct and
pillar model of brand equity that gets to the heart of what actually drives sales. intuition to words – so that a person can say
what’s more deeply in their mind.
Theories of choice based on the idea that what people do is the result of
psychological preferences combined with situational factors, probably pre-date
ancient philosophers. In modern times, they show up in the distinction between
attitudinal and behavioral loyalty. Usually, attitudinally loyal people will buy the
brand to which they’re loyal if they can. But sometimes market (i.e. situational)
factors nudge people towards an alternative; or even prevent people from buying
the brand they want. And sometimes, when people have no strong first choice,
market factors tip the scales in favour of one brand rather than another.
We’ve used this simple framework for understanding brand sales for many
years3. In our framework, sales are a function of a brand’s ‘Power in the mind’
(attitudinal equity) and ‘Power in the market’ (market factors, brand presence,
market equity). These two dependent variables anchor our analysis of brand
equity and sales drivers.
We’ve recently updated these measures using surveys on behaviour panel
data. We can show that our new metrics outperform other similar metrics at
respondent level4, and we expect to continue to improve them in the months
to come.
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Power in the mind
Power in the mind is a respondent-level measure of brand attachment that
correlates better than similar measures with the real (panel validated) share
of spend that each brand gets from that person. And it achieves this with
a significant reduction in survey length.
We measure a brand’s power in the mind in two steps. First, we identify the
brands that are relevant to each respondent. Second, we ask for two ratings for
each relevant brand. The two dimensions that have to be measured are brand
performance and brand involvement. We use scales derived from the most up-
to-date neuroimaging survey measures5, and an algorithm underpinned by our
original theories of brand relationship6 to calculate from these a ‘one number’
measure of attitudinal brand equity. This correlates better with a person’s share
of consumption in panel data than other comparable metrics.
We use this number as a dependent variable for equity modeling; and also to
create equity segments and a brand health ‘ladder’. Because we leverage heuristic
principles7, this measure typically takes less than 30 seconds of survey time yet
results in brand health scores for every respondent for every category and brand
in a study. Continued improvements will further enhance accuracy over the
coming 12 months.
Power in the market
Power in the market is a respondent level measure of the market factors that
drive consumer behaviour. It offers a vital improvement in taking into account
the law of double jeopardy. According to this law, bigger brands gain in two
ways over smaller brands: they have more users, and their users tend to use
them more.
There are important problems with the law of double jeopardy, most notably
with its assumption that individual brand preferences are stationary over time8.
Nevertheless, the law highlights the benefits of scale that accrue to big brands.
These drive incremental sales for locally dominant brands; and create market
barriers for smaller brands.
There are a number of important ways in which brands can pull marketing levers
to drive sales: distribution, point-of-sale visibility, greater affordability, getting the
product mix right (packs and variants), purchaser preference (leveraging the fact
that the person who buys isn’t always the end-user), and creating
local monopolies.
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Like our ‘power in the mind’ measure, our ‘power in the market’ measure
leverages heuristic principles to cut survey time while increasing the validity of the
results. It typically takes less than 30 seconds and gives granular, respondent-level
information about the market drivers of sales for brands.
Put the two together and you have a powerful system of core metrics that takes
less than a minute of survey time to deliver equity and market information about
all brands at respondent level.
Gamification: a better way to ask questions
The gamification methods pioneered by Puleston and others can help us to solve
the problems of length, irrelevance, and boredom; and tap more effectively
into less conscious motivations by engaging the parts of the brain that are not
activated by classical, word-driven surveys.
Even when gaming methods aren’t very game-like, tests show that respondents
are much more engaged by these devices than they are by classical survey
methods. Mobile can play an important contributory role in applying gamification
more widely, since mobile devices provide a channel for incorporating this
approach into face-to-face interviews.
Intelligent, pro-active systems for ‘just-in-time’ information
Besides making surveys shorter, more relevant and more responsive, intelligent
systems can also be used to deliver actionable information and insight more
pro-actively. We are skeptical about the use of ‘early warning’ systems that rely
on single trend analysis such as moving averages, Bollinger bands, and the like.
Our reason is: a single trend doesn’t contain enough information to provide
intelligent alerts. We set more store by the analysis of anomalous gaps across
trends. By analyzing multiple trends gaps, we should be able to identify that
stresses are developing in the system. These stresses can be a powerful indicator
of opportunity or threat.
An example of a potentially anomalous gap would be when sales are under-
supported by equity. Over twenty years of brand health modeling, we’ve seen
such under-support often enough to know that it’s a sign that the brand’s sales
will come under pressure. Similarly, when equity exceeds sales, it’s a sign of
potential opportunity.
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How can we build anomalous gaps into analytical systems? A database of
relationships between the key variables in data streams can help to establish
the key anomalous gap values between such data points as marketing spend,
attitudinal equity and sales. We can then build intelligence into the tracking
system by automating the discovery of values in the data. This is a three-fold
process: automating the collection of instances such as turning points in market
share; populating a database with relevant instances that can trigger analysis;
and automating the updating process so that the the data-stream delivers
new instances.
Putting it all together: survey architecture for intelligent adaptive tracking
The TNS ConversionModel has been redeveloped along the principles set down in
this paper, to deliver respondent-level validity within an adaptive tracking approach
and reduced survey time. This approach enables the model to deconstruct market
share precisely and provide clear guidance on opportunities for brand growth.
The core ConversionModel study will now form the basis of future tracking
that is able to leverage an adaptive, heuristic architecture to ensure fewer, more
relevant questions and respondent-level validity around individual behaviour.
ConversionModel takes into account that people care about some decisions more
than others – and that this prioritisation varies by individual as well as by category.
In further developing the ConversionModel, and applying a new approach
to tracking more generally, we will develop survey architecture along the
following lines:
‘In the moment’ tracking activation
By taking measurement close to behavioral events, we can measure three key
things, with no more than three to four minutes for each event, diminishing over
time as machine learning kicks in:
„„ What people actually buy;
„„ Basic context information: where were they, what were they doing;
„„ Complete brand equity and market barrier information at a situational level
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The development of smart mobile devices and gamification survey techniques,
will improve compliance and validity of responses. Among respondents from
whom we get permission to install the MobileBehave app, we will enable
a three-fold integration of event-based behavior, situational brand equity,
and mobile ‘listening’ over time.
Analysis and delivery
We apply two levels of near real-time reporting and analysis:
„„ Basic: feeds back trend information e.g. buying, consuming; that can be
disaggregated according to ‘who’, ‘where’, ‘when’, ‘for what purpose’
„„ Analytic: feeds back information that requires algorithms based on trend
changes and, more importantly, gaps across trends
Examples of basic feedback include ongoing, real-time trend information about
what people are buying and consuming, where, and why. Basic feedback also
includes real-time information about category/brand situational equities and
situational drivers.
The analytic components of the system will be programmed to learn from
experience, identifying when positive or negative equity stresses develop. As an
example: when equity is high and consumption is low, this suggests a failure
of marketing. When equity is low and consumption is high, this suggests that
consumption is unsupported by psychological demand.
Intelligent, adaptive follow up surveys
The ‘in the moment’ survey process is the thin core. It gives us basic purchase and
consumption information coupled to situational brand equities and market barrier
information. As the diary builds, fewer questions will need to be asked. Questions
about situational equities, for example, only need to be asked once.
The follow-up survey happens after a set time period that could be daily, weekly
or monthly. Respondents will be channeled into questions that are relevant to
the way they make decisions, with different subsets for people with strong brand
preferences and people without, for example. We will know this from our analysis
of patterns of attitudes and behavior revealed in the diary survey.
By creating live adaptive questioning that is tailored to each respondent,
we can integrate big-ticket trackers into one system that combines all
relevant measurement areas: actual behaviour, brand equity, market factors,
communications influences, path-to-purchase, and point-of-consumption.
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The future of tracking conversations
A lot is spoken about the need for brands to engage consumers in meaningful
dialogue. Tracking surveys are no exception. The measures outlined in this paper You may
leverage what we know about consumers, markets and the human brain in order be interested in...
to conduct conversations that are relevant and meaningful for each respondent.
It makes for a more stimulating and enjoyable experience for those involved in The trouble with tracking by Jan Hofmeyr >
our surveys. And it makes for more valid, holistic and actionable information for ConversionModel >
our clients.
Commitment Economy >
The early results of this new approach can be seen in the insights delivered by
the 2012 TNS ConversionModel. However, evolving trackers to reflect consumer
decision-making more closely is an ongoing process. We are passionate about
delivering questions and answers that are valid for individual respondents in our
surveys. And we will continue to explore and apply new techniques in order to
do so.
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About TNS
TNS advises clients on specific growth strategies around new market entry,
innovation, brand switching and stakeholder management, based on long-
established expertise and market-leading solutions. With a presence in over Sources
80 countries, TNS has more conversations with the world’s consumers than
anyone else and understands individual human behaviours and attitudes 1: Dolnicar, Sara, Bettina Grun, and Friedrich
Leisch (2011) ‘Quick, simple, and reliable: Force
across every cultural, economic and political region of the world. binary survey questions,’ International Journal
of Research in Marketing, 53:2
TNS is part of Kantar, one of the world’s largest insight, information and 2: Plassman, Hilke, Peter Kenning, and Dieter
consultancy groups. Ahlert (2007), ‘Why Companies Should Make
Their Customers Happy: The Neural Correlates
Please visit www.tnsglobal.com for more information. of Customer Loyalty,’ Advances in Consumer
Research, 34:2
Get in touch 3: Hofmeyr, Jan H. and Butch Rice (2000),
Commitment-Led Marketing, John Wiley
If you would like to talk to us about anything you have read in this report, and Sons, Chichester
please get in touch via enquiries@tnsglobal.com or via Twitter @tns_global
4: Hofmeyr, Jan, Victoria Goodall, Marting
Bongers, and Paul Holtzman (2008), ‘A new
measure of brand attitudinal equity based on
the Zipf distribution,’ International Journal of
Marketing Research, 50:2;
Keiningham, Timothy L., Lerzan Aksoy,
Alexander Buoye, and Bruce Cooil (2011),
‘Customer Loyalty isn’t Enough. Grow your
Share of Wallet,’ Harvard Business Review,
October
5: Reimann, Martin, Requel Castano, Judith
Zaikowsky, and Antione Bechara (2011),
‘How we relate to brands: Psychological and
Neurophysiological insights into Consumer-
Brand Relationships,’ Journal of Consumer
Psychology, (forthcoming)
6: Hofmeyr, Jan H. and Butch Rice (2000),
Commitment-Led Marketing, John Wiley
and Sons, Chichester
7: Gigerenzer, Gerd, Peter M. Todd, ABC
Research Group (2000), Simple Heuristics That
Make Us Smart, Oxford University Press, USA.
8: Hofmeyr, Jan, Victoria Goodall, Marting
Bongers, and Paul Holtzman (2008), ‘A new
measure of brand attitudinal equity based on
the Zipf distribution,’ International Journal of
Marketing Research, 50:2;
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