Resources Library by ANA

Anticipate - don't just react

This paper describes the development and validation of a trendsetter segmentation model which provides the measurement of willingness to innovate and the potential for interpersonal influence on basis of four validation studies possible. The new...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Bernad Batinic, Andera Gadeib

Company: Dialego AG

September 22, 2002

New consumer marketing

This paper advances the debate concerning the future of market research. First, it describes the changing marketing landscape and a revised model of marketing that is emerging as the focus of marketing activity moves from completing transactions to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Susan Baker, Peter Mouncey

September 22, 2002

A comparison of innovative qualitative research methods

At present only a handful of studies compare online and traditional qualitative techniques. Strategic Marketing Corporation (SMC) and Itracks International, Inc. (Itracks) conducted an original case study to compare face-to-face focus groups with...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: David Bradford, Lisa Kindig

Company: Itracks

September 22, 2002

From rags to riches

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep understanding into means of breaking ingrained...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Loula Zaklama, Mohamed Saada

Companies: RadaResearch & Public Relations Company, Procter & Gamble

September 22, 2002

Where do you go to, my lovely?

The paper summarizes personal views about market research on its way from a multinational/ local data provider service towards representing a transnational business insights function.The various fields of current research activities (for a FMCG...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Hans-Willi Schroiff, Joseph Borrell

September 22, 2002

Crossing the knowledge and corporate boundaries to systematize invention and innovation

The process of corporate innovation is often left to outside consultants and internal/external teams specializing in the invention process. Market researchers are all too often neglected in this process, even though the newly emerging tools of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Jeffrey Ewald, Jacqueline Beckley, Charles E. Cleveland, Teri Curran Mascuch, Howard R. Moskowitz, Laurent Florès

Company: Moskowitz Jacobs Inc.

September 22, 2002

Marketing research in complexity

Complexity, in the past decade, found itself a seemingly large research area in bio-sciences (genetics, artificial life), physics, engineering, mathematics, computer sciences, economics and even in social sciences and politics. The mathematical tools...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Akin Alyanak, Erkani Keyman

September 22, 2002

Living with risk

Risk-taking is central to modern business, and the source of energy which drives wealth creation. Understanding and predicting risk therefore places market research squarely in the boardroom, instead of tinkering on the sidelines. The results of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Peter Cooper, Thomas A.W. Miller

Company: QRi Consulting Ltd.

September 22, 2002

A brand with boundless energy

This paper provides a case study illustrating how brand equity research contributes to AT&T's global Brand Asset Management Group's charter of promoting, protecting and profiting from the AT&T brand around the globe. The authors share Insights from...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Michael Malinoski, Randy Zeese

September 22, 2002