Triads and tetrads: the visual display of consumer behaviour data

Article Abstract:

Recent research has looked at the use of a triangular presentation of data for a range of consumer behaviour related information. It has focused on three applications: the display of usage frequency segments and brand purchased, brand switching behaviour and changes in brand switching over time and the market share profiles of up to four main competitors. It has been found that presentations of this kind are effective in allowing the nature of the data to be understood more fully and in forming a basis for model formulation.

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Can scanner data achieve their potential in Europe? New questions, new solutions

Article Abstract:

The development of scanner data analysis has created many new uses for retail data and it provides an accurate and flexible tool for monitoring retail market changes. However, the use of scanner databases has not been fully exploited in Europe and their potential remains unfulfilled. The application's value can only be fully appreciated when manufacturers and retailers cooperate on information sharing.

Retail industry, Retail trade, Marketing

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AUDE integral information analysis derived from consumer panels and audience panels

Article Abstract:

AUDE is a market research process used in Spain to combine information from consumer and audience panels. The disadvantages of fusion and single source data are discussed in the context of their relevance to advertisers, advertising agencies and purchasing centres. Other subjects covered include empirical control of results, applications to media planning and principles of fusion.

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