Resources Library by ANA

Development of a global social economic classification system

While regional classification systems have been developed for both Latin America and Europe, it is increasingly evident that a harmonized social economic classification system that spanned all countries - retaining accuracy and relevance - is...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Authors: Andrea Dinning, Rosi Ware

Company: KANTAR TNS Malaysia

December 3, 2003

Archieving comparability from multicultural diversity

Cultural sensitivity - understanding the differences that occur across the peoples who inhabit the global village -results in better research designs and better interpretation of results, and helps a global marketer to better understand how to...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Author: Peter Klein

Company: MSW_ARS Research

December 3, 2003

Managing global brands to meet consumer expectations

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and how to do this. Are global brands merely those...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Authors: Greet Sterenberg, Earl Taylor, Malcolm Baker

December 3, 2003

Challenges in conducting worldwide online research

Over the years much has been written about cultural sensitivity in marketing. As manufacturers began offering products and services to the worldwide community, marketers struggled with building a single global brand while localizing their messages...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Authors: Paul Strasser, Hans Lingeman

December 3, 2003

Brand equity 2010

The author recently conducted an online survey to better understand the views of U.S. and U.K. media and marketing research professionals as they relate to the quality and salience of research resources they use in making day-to-day media selection,...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Author: Craig T. Gugel

December 3, 2003

Every grey cloud has a silver lining

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group.They can be segmented based on their need to control...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Vanesse van Eeghen, Liesbeth Gerritsen

Companies: MARE, Ogilvy

November 5, 2003

Focus group research: A misunderstood history

The presentation traces the origination and development of focus groups from the methods beginning in 1941 at the hands of Robert Merton of Columbia University, New York.Attention is given to the intellectual ethos from within which focus groups...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Author: David E. Morrison

November 5, 2003

Looking from both sides of the fence...

This papers provides a dialogue which gives conference attendees the chance to have an inside view on the two sides of qualitative research - practitioner and client. The paper explores the key to the challenges involved, talks to other senior...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Lee Ryan, Ariane Burgess

November 5, 2003

Silence behind the mirror

These two presenters are probably among those very few who can allow themselves to converse openly about the efficacy of using research and, in particular, qualitative research by clients. The reason is the 12-year-old unbroken partnership of the two...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Marta Hoffmann, Gábor Lajtos

Companies: Unilever, KANTAR TNS Malaysia

November 5, 2003