Only R&D Initiative members have access to Research Reports and Learnings.

Learnings are shorter (2 page) reports which concentrate on insights & implications.

In-house briefings and workshops are available to members on each of these topics. Please contact Daniela Cavuoto to organise your next in-house briefing.

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REPORTS

36: Individual-level Advertising Effects

19: What car will they buy next ?

18: Patterns of TV Viewing: Loyalty to Program Genres

17: Perceptions of Differentiation ? Do users see their brand as different?

16: Brand Salience ? What it is and why it matters

15: Channel Use Amongst Multi-Channel Viewers

14: Brand Personality Report

13: Brand Advertising as Creative Publicity

12: Personal Buying is Like 'Family' Shopping

11: Loyalty to Product Attributes

10: The forms That TV Ads Take

9: New Brands: Near Instant Loyalty

8: The Case Against Price Related Promotion

7: Brand User Profiles Seldom Differ

6: Customer Retention and Switching in the Car Market

5: The South Bank Pricing Tests

4: Advertising is Publicity not Persuasion

3: Advertising and Brand Attitudes

2: What We Can and Can't Get from Graphs and Why

1: Understanding Dirichlet-type Markets

LEARNINGS

16: 100% Brand Loyals Exposed

15: Good News about Bad News: Talking about Word of Mouth

14: BRAND SALIENCE – Implications for brand management

13: How Consumers Choose Prices Over Time

12: How brands grow

11: Expectations and Reality for Doctors' Prescribing Behavior

10: Is Coke Always Less Price Sensitive Than Pepsi ?

9: Impulse Purchasing Patterns

8: Analysing Brand Image Data

7: Double Jeopardy Revisited Again

6: Decision or Descriptive Models

5: Marketing: Romantic or Realist ?

4: Statistical or Practical Significance

3: Report Writing

Extracts from the R&D Initiative for marketing ('98)

2: Making Data User-Friendly

1: Polygamous Brand Loyalty