Resources Library by ANA

Blind vision (2004 remix)

Blancmange ... this pop band's 1983 single inspired the title, highlighting the authors' belief that research to be very important - especially in illuminating and aiding better decisions.This 2004 version mixes together two potentially contrasting...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Myles Runham, Darren Noyce

September 19, 2004

Deconstructing brand equity

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients.To understand what creates an optimal brand experience, IBM asked business decision makers in six markets to think in unconventional ways about the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: J. Christian Gammill, Robert Harlow, Robert B. Love Jr.

September 19, 2004

Effective conversion: Turning insight into action

This paper will demonstrate in what way a strong partnership between client and research provider can provide a solution to deliver actionable findings based on different information sources on an on-going basis.The paper leads the reader through the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Yvan Goupil, Csaba Nemes

September 19, 2004

Forever Jung

This paper provides a new approach to consumer segmentation, in which the aim is to reveal archetypes rather than segments per se.We outline the limitations of conventional segmentation approaches, and describe a method for extending such techniques...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Giles Hedger, Leigh Morris, Raimund Schmolze

September 19, 2004

Is it the nation that speaks or are we listening to geeks?

Internet research affords the possibility of conducting real-time research at lower costs. This can be used to develop insights and test hypotheses.Whilst technically this may be true, we need to understand if the online population can represent the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: David Walker, Dale Smith, Chris Stevens

September 19, 2004

Development and implementation of the commercial performance audit

For their eventual performance, many organisations rely hugely on the way in which client contact takes shape, i.e. on the shop floor, with a crucial role for the shop floor employee.Does the shop floor employee seize every opportunity to offer...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Wilfred Kik, Leo van Doorn

September 19, 2004

Emotional responses to brands and product categories

Emotions are associated with everything we experience, including communication, purchase and consumption related to brands.Emotions are unconscious underlying elementary processes, to be distinguished from feelings. Emotions can be observed as...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Flemming Hansen, Larry Percy, Rolf Randrup

September 19, 2004

Ethical do's and don'ts in the financial servicing of customers

Although banks tend to be considerate about implications of marketing decisions, their actions are quite often portrayed in media as unethical.This study seeks insight in what constitutes headline news; what constitutes an ethical problem; and the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Gino De Vooght, Lieve Schurgers, Dirk Schyvinck, Hakim Zemni, Ben Decock, An Schmücker

September 19, 2004

Shaping high level business decisions through dynamic understanding of consumer insights

Clarín, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world's eighth largest newspaper. As with newspapers worldwide, Clarín is experiencing readership declines among the younger audience...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Esteban Coll, Fernando Moiguer, Ricardo Kirschbaum, Mariela Mociulsky, Guillermo Oliveto, Jorge Karol

Companies: Compañia de Negocios Moiguer, CCR Group

September 19, 2004