Join us for these 6 Insights Webinars in 2016

Posted by europanel on Feb 01, 2016

February 24, 1300 CET

Presenters: Richard Herbert, Oliver Koll

Topic: BG20 based insights on buying behavior

‣ How prevalent are light, medium and heavy buyers?
‣ How stable are their buying behaviours over time?
‣ How important is each of these buyers for total sales?

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June 15, 1300 CET

Presenters: Richard Herbert, Oliver Koll, Robert Wade

Topic: BG20 based insights on brand growth and innovation

‣ Recipes for brand growth and tools to apply them

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November 2, 1300 CET

Presenters: Richard Herbert, Oliver Koll

Topic: BG20 based insights

‣ To be announced

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Business Challenges

April 6, 1300 CET

Presenters: Professor Bart Bronnenberg (Tilburg School of Economics and Management)

Topic: Inconvenience versus Risk in Channel Choice
We study how consumers substitute in-store shopping with online purchasing. Using data from GfK’s Jury Panel on households’ fashion purchases, we find that preferences for convenience increase over time and with more online shopping experience. These findings are consistent with a decrease in the perceived risk associated with shopping online. Using a model of demand among risk-averse consumers, we quantify the role of perceived risk in buying online and find that it is reduced by 3/4 with the accumulation of experience. Using our results, we discuss how managers can facilitate channel migration by consumers. We also use our model to discuss the dangers of ignoring online/offline cannibalization.

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May 18, 1300 CET

Presenters: Professor Maarten Gijsenberg (University of Groningen)

Topic: Riding or Breaking the Waves
Demand for most Consumer Packaged Goods (CPG) categories varies throughout the year, a phenomenon which can be called intra-year category demand cycles. Surprisingly, little is known about the impact of such intra-year cycles on both marketing effectiveness and marketing practice. I therefore investigate how advertising and price elasticities and decisions evolve along these cycles for a unique set of 252 brands products in 61 CPG categories. Results show that, while only about 40% of individual brands’ advertising and pricing decisions are fully in line with effectiveness evolutions, over 35% are actually fully opposite of what effectiveness evolutions suggest.

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October 19, 1300 CET

Presenters: Professor Katrijn Gielens (University of North Carolina)

Topic: To be announced

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