Resources Library by ANA

Knowing the consumer through the eyes of others

This paper addresses the Two-Way Mirror method for its application in qualitative market research as a manner to approach the consumer's understanding through the consumer himself. This helps detect feelings, motivations and insights directly...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Alicia Martín del Campo, Mónica García

Companies: Qualimerc S.C., Unilever

March 30, 2003

The hot buttons that trigger the entire nation

Brands that consistently do well in the market place are the ones that forge long term relationships with the consumer. These brands connect as they are anchored in powerful insights which trigger a positive response with the target audience....

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Subramanian Krishnan, Piyul Mukherjee

March 30, 2003

The mind of the consumer shopper

The authors have developed a new set of 'mega' databases using conjoint analysis. The databases help delineate the customer mind and provide practical guidance for marketers, product developers, and advertising agencies. Each 'mega' database...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Hollis Ashman, Howard R. Moskowitz

Company: Moskowitz Jacobs Inc.

March 30, 2003

Turning existing technologies into new products

The paper presents a unique four-phased research approach for utilizing consumer insights to help determine how existing technologies can be transformed into new product offerings. Designers of technologies are often locked into perceiving their...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Boaz Mourad, Ilana Drucker, Stacey Matthias, Jason Zolov

Company: Insight Research Group Ltd.

March 30, 2003

The modern upper middle classes in Western and Central Eastern Europe

Recently, BankAustria Creditanstalt has successfully developed a strategy to target the upper mainstream market in Austria by using the Sinus-Milieu® approach. The extension of that strategy to the markets in Central and Eastern Europe is...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Agnieszka Krason, Michael Schipperges, Martin Mayr

Company: SINUS Markt- und Sozialforschung GmbH

March 30, 2003

Development of a new brand concept

Consumer insight is a hot topic in the marketing community. What is the precise definition of consumer insight and how can a brand profit from in-depth knowledge and understanding of consumer's consumption style? This paper aims to provide an insight...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Ronald Renkema, Carlos Zwikker

Company: Diageo

March 30, 2003

GPS - Generating Perfume Sparkles by Global Positioning System

This paper describes the 'GPS' approach, which consists of defining the right target for the next perfume of the brand 'XYZ' and of point out the concepts to which this target is sensitive. The aim of GPS is to serve the development of perfume...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Patrick Duquesne, Frédéric Miedzinski

March 16, 2003

Talking the same language

The intention of this paper is to explain a new qualitative and quantitative methodology developed eight years ago and applied in different FMCG markets: detergents, fabric conditioners, and household cleansers in several West European countries,...

Catalogue: ESOMAR Fragrance Research Conference 2003

Author: Pedro Zaragoza

March 16, 2003

A fragrance brand's image and scent test results

Achieving the proper balance between a fragrance brand's image and scent is necessary for its continual success or to a launch. Successful marketers understand the emotional drivers of their target demographics and work to create a fragrance brand...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Natalie Granik Seidman, Timra L. Carlson

March 16, 2003