In our latest Marketing Research Seminar, we welcomed Abhishek Borah. Abhishek is a tenured Associate Professor of Marketing at INSEAD. His research focusses on generating managerial insights from textual data and marketing-related information and investor behavior.

In the Research Seminar, he shared his recent work on visual interest for brands and products. Visual interest is the consumers’ desire to access images of brands or products rather than textual information about them. In our image-rich age, searching for images of brands or products instead or in addition to a normal (text focused) web search has become

Abhishek introduced Excess Image Search (EIS) as a new behavioral, high-frequency, time- and space-varying, and easy-to-implement measure of visual interest. In his paper, he focuses on automotive and apparel and explores the robustness of EIS through the analysis of close to 135 million records of online searches in the US. EIS can be applied to a variety of use cases, e.g. to measure ad effectiveness, to assess visual access to a brand or to evaluate the 4Ps through their impact on visual search

Thank you, Abhishek, for your visit and for sharing your work and experience with our community!