Jenni Romaniuk

Jenni Romaniuk of the Ehrenberg-Bass Institute questions the value of brand-health trackers, reviewing the architecture of the brand-health tracker and highlighting some common mistakes and areas for improvement. These cover the areas of data collection, the concepts, the sample, the questions and the metrics.

Jenni Romaniuk, Ehrenberg-Bass Institute explains the four stages of new-media adoption, and shares how to get the most from emerging media.

n this paper the authors provide evidence of the breadth and longevity of Andrew Ehrenberg’s work—a testimony to the quality of his research approach. To demonstrate this vitality, the authors drew on 45 new data sets to test findings about the relative brand image response patterns from customer usage groups (Bird, Channon and Ehrenberg, 1970). The data cover different categories (among them, services, durables and retailers), countries (including emerging markets), and newer data collection… Show more

n this paper the authors provide evidence of the breadth and longevity of Andrew Ehrenberg’s work—a testimony to the quality of his research approach. To demonstrate this vitality, the authors drew on 45 new data sets to test findings about the relative brand image response patterns from customer usage groups (Bird, Channon and Ehrenberg, 1970). The data cover different categories (among them, services, durables and retailers), countries (including emerging markets), and newer data collection methods (i.e., online). The authors found the generalization that brand association responses are strongly and systematically linked to past brand usage still holds—both qualitatively and, to a large extent, quantitatively. This has implications for researchers and practitioners. Show less

This paper increases understanding of the accuracy of consumers' self-reports about using brands and categories. The researchers select television viewing as the category of usage firstly, due to the availability of robust panel data for validation of the claimed data (i.e. self-reported) and secondly, because watching television and purchasing fast moving consumer goods have similar underlying structures in consumer behavior ( and ). The results show that light users (viewers) are the main… Show more

This paper increases understanding of the accuracy of consumers' self-reports about using brands and categories. The researchers select television viewing as the category of usage firstly, due to the availability of robust panel data for validation of the claimed data (i.e. self-reported) and secondly, because watching television and purchasing fast moving consumer goods have similar underlying structures in consumer behavior ( and ). The results show that light users (viewers) are the main source of error at both brand (program) and category (total television viewing) levels. At brand level, the data shows underestimation of once-only events, which suggests that those who engage in behavior infrequently either forget that the event has occurred, or do not form a representation of the event in memory. At category level, light users tend to generalize their responses to reflect the regularity of the behavior, which manifests in fewer non-users in claimed data. Regardless of the measurement level, the main questioning challenge is getting less frequent users to accurately report an event occurring. The paper provides recommendations for brand researchers on how to minimize the errors caused by responses from light users, which will increase the accuracy of the usage metrics overall. Show less