Resources Library by ANA

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

Picture this!

This paper is a summary of findings from a photo study conducted among 450 kids aged 8 and 11 years from nine European countries: United Kingdom, Germany, Spain, France, Italy, Netherlands, Sweden, Denmark, and Norway. Kids were asked to take...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Delphine du Crest, Shari Donnenfeld

March 30, 2003

Show me your home and I will tell you who you are

This paper describes how research, with the use of technology, can be applied to various decision-making processes throughout the production and marketing stages of real estate. A traditional construction company developed a new marketing approach by...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Lena Gilchrist, Britt-Marie Eriksson, Olof Eriksson

Company: Ipsos MRBI

March 30, 2003

Using ethnography and observation research to understand consumer behaviour in the retail aisle

In order to increase sales, it is important to understand what happens within the mind of the consumer while in the retail aisle.This paper describes research conducted for Black&Decker, Society Brass Collection among consumers while shopping for...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Barbara Foster, Max Ruckman, Cesar Carbajal

March 30, 2003

Video, ergo, agnosco

Direct consumer contact programmes - in which people from all levels of the organisation aim to meet the 'real people', who use their products and services - are all the rage. It is generally accepted that this is a 'Good Thing'. This paper reviews...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Author: Nic Hall

March 30, 2003