Resources Library by ANA

Driving brand management through effective brand equity measurement

This paper describes aspects of successful brand management supported through Marketing Research. Branding issues from the global strategic perspective of a leading manufacturer of adhesive products for the professional market are addressed. Case...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Werner Hoffmann-Wiebe, Stefan Binner

Company: bms marketing research + strategy

September 22, 2002

Discovering unanswered consumer needs

Improving or refining current products is not good enough to sustain or improve competitive advantage. Products, markets and categories are changing fast and consumers' (buying) behaviour is very difficult to predict. However, to make real progress...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Mark Friedl

September 22, 2002

Why we have to change the language of market research

Market research is caught in a historic language trap. Our perceived discourse is 'scientific' and 'rational', at a time when clients are looking for 'insight' and 'creativity'. We will not finally shed our image until we break our codes, change our...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Monty Alexander, Virginia Valentine

September 22, 2002

Evaluation of the financial value of brands

This paper points out the problems of currently existing approaches for the evaluation of the financial value of brands. On the basis of these findings a new brand evaluation approach is introduced. By the consideration of all relevant facets of a...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Henrik Sattler, Siegfried Högl

Company: GfK

September 22, 2002

From brief-taker to business catalyst

This paper highlights inefficiencies in the current market research process and illustrates, through live case study example, the benefits of adopting a new approach to better leverage the skills of our industry and the value it contributes to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Robyn Wunder, Kristin Hickey

Company: The Leading Edge

September 22, 2002

A step forward in understanding shoppers using segmentation techniques

This paper describes not only an example of how successfully a major retailer (Sainsbury's is the second largest grocery retailer in the United Kingdom) and a global supplier can work together but also highlights an innovative and unique research...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Roger Allford, Caroline Ward, Natalie Evans

Company: Procter & Gamble

September 22, 2002

Diving for pearls

This paper describes research conducted by the author that led to the publication of the UK joint national industry association guidelines on the use of payment by results (PBR) in advertising agency remuneration agreements. Set in the context of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Jonathan M. Lace

September 22, 2002

Research can be innovative too

This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those consumers with the highest likelihood of being...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Richard Herbert, Mahmoud Aboul-Fath

Company: Procter & Gamble

September 22, 2002

Advances in category management research

In this paper the genesis of category management and the research techniques that have been applied against this area are considered. We generally find a disconnect between the application of findings from traditional research to category management...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Bill Bean, Stephen P. Needel

Company: PepsiCo

September 22, 2002