Resources Library by ANA

Insights at work

The Arabian Gulf region is unique in its near isolation from even rudimentary marketing efforts until the early 1970s. Over the last three decades, particularly the last ten years, the region has seen momentous changes, fundamentally impacting the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Vishal Tikku, Rajesh Parupalli

Company: Unilever

March 30, 2003

Generating scoring models with auxiliary target variables and data bridging

The authors present an innovative way to deal with a frequent practical problem in CRM and direct marketing projects: the lack of cases with known target behavior. Usually, this makes learning scoring models that can be utilized for selecting the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Johannes Ruhland, Wendy Gersten

March 30, 2003

What lies behind the veil

NFO WorldGroup Middle East and Africa has developed alternative methodologies and approaches to help mine consumer minds and tap into the Gulf Arab society that is seemingly inaccessible to marketers and marketing researchers. This paper reviews the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: S. Shree Ram Reddy, Racha Makarem

March 30, 2003

Calibrating new products for generation Y automotive consumers with emerging market realities

The coming of age of Generation Y in the United States represents the largest inflow of new consumers to the U.S. automotive marketplace in over two decades. This paper concerns how and why Honda has approached this new consumer segment in the U.S....

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Aziz Ucmakli, Kevin M. Joostema

March 30, 2003

In touch with the spirit world

Many companies do branding studies. Many do segmentation studies. Both kinds of study provide extremely valuable diagnostic information to drive marketing strategies. Some companies even combine both in the same questionnaire. But very few studies...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Hilary Perkins, Paul Carney

March 30, 2003

Market research for a new car concept

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange

Company: BMW Group

March 30, 2003

BRAINSqueeze

BRAINSqueeze is a rare client-side case study that went on to have real and effective business implications, influencing on-air, on-line, programming and marketing decisions. The findings provided a unique and valuable insight into the lives and...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Author: Jane Gould

Company: Viacom International Media Networks

March 30, 2003

Life stage is losing its meaning

This paper looks at the changes taking place within western societal values and more specifically at the implications for brands and advertising. It is based upon exploratory qualitative research conducted in the United Kingdom and Germany in August...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Daniel Plettenberg, Jennifer Whyte, Aine O'Donoghue

March 30, 2003

Sense and sensibility

This paper highlights the importance of process management and strategic partnership in developing competitive advantage and creating stronger brands. Through a journey into the Portuguese chocolate market, the authors demonstrate the effectiveness...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Sofia Sedas, Anabela Pratas

Companies: Multivaria - Estudos de Mercado, Lda., Nestlé

March 30, 2003