Resources Library by ANA

The convergence revolution

Convergence is a broad term that defines the coming together of technologies and industries in delivering wired and wireless voice and data content.This paper assesses global Internet trends and examines the five key drivers of convergence in the...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Brian Cruikshank, Nilesh Modi

Company: Ipsos MRBI

November 7, 2004

Forget about 3G, focus on the consumers' money

While engineers and operators have clear issues regarding 3G as a technology and investment, the consumer is rarely interested in 'Gs' but rather is focused on the benefits it may bring relative to competing solutions.The challenge of generating...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Author: Harvey Cohen

November 7, 2004

Using latent class mixture models to develop tomorrow's winning products today

Identifying unmet customer needs is critical for developing breakthrough new products and services. This paper discusses why current market research techniques, especially focus groups and one-on-one interviews, are incapable of identifying unmet...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Author: Albert Fitzgerald

November 7, 2004

Using market research to measure the effectiveness of outbound telemarketing (OTM)

This paper outlines methodologies for researching outbound telemarketing (OTM) effectiveness. It aims to help telecommunication organisations better understand OTM non-success and therefore optimize the efficacy of this important competitive channel.

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Steve Cierpicki, Megan McCarthy

Companies: Colmar Brunton, Telstra

November 7, 2004

Research World (November 2004)

From 2001, ARF and ESOMAR organised three Research Leaders Summits (RELEAS) for leading providers and mr clients to initiate effective facilitationfor the market research industry. Following the RELEAS, the World Industry Network (win) was...

Catalogue: Research World 2004

Author: ESOMAR B.V.

November 1, 2004

Kaleidoscope project

This paper describes the methodological relevance of ethnography in the development of an integrated communication strategy for both Brazil and Mexico, taking into consideration the cultural distance between these two countries.The results of a study...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Richardson Nelson, Andréa Lima, Paula Luz

October 24, 2004

A better practice approach for developing advertising

Trident White was successfully relaunched in the Mexican market, in large part due to the strength of its advertising.By applying research and knowledge early on and at various stages of the advertising development and airing process, the Trident...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Gonzalo Perez-Duarte, Raúl Tena

October 24, 2004

Challenging stereotypes

This paper aims at analyzing the particular features taken on by a segment commonly called the young population, defined as such only on the basis of an age bracket classification, in a country marked by political, economical and social instability....

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Mónica S. Markwald, Daniela Pérez Lloveras

Company: Markwald La Madrid & Asociados

October 24, 2004

Developing a decision-making system to build a new corporate image

This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina.The Project has been completely developed and is now...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Mariela Mociulsky, Esteban Foulkes, Federico Mahon, Guillermo Bustos, Carmen Suen Blanc, Carolina Porcari, Fernando Moiguer

Companies: The Leading Edge, Compañia de Negocios Moiguer

October 24, 2004