Resources Library by ANA

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

Automated web services for customer relationship management and market research

Possible uses of technical web service standards in customer relationship management (CRM) and market research (MR) are described. A single CRM web portal for a particular type of customer can interoperate with various relevant services in order to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Siu-wai Leung, Andy Kung, Tommy J. Tang

Company: Acorn Organization Limited

September 22, 2002

Latin America

Within Latin America there are significant cultural differences, and in particular, differences in the way a population behaves, which reflects on purchase and usage habits in terms of products and services. There are also markets with very different...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Nelsom Marangoni

Company: IBOPE Inteligencia

September 22, 2002

The future of simulated test markets

The changes occurring in new product marketing and business management that will require significant changes to Simulated Test Market (STM) models are addressed. Specifically, current STM models are not well suited for the future marketing world of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Joseph Willke

Company: Nielsen

September 22, 2002

Managing the diffusion of innovation

One of the significant issues facing brand owners is the successful introduction of new products and/or services to market. The importance of facilitating new product diffusion is increasingly important with the escalating costs of entry into many...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Clive Nancarrow, Martin Oxley

September 22, 2002

Catch them young and keep them long

This paper seeks to answer a major question: how effective is sponsorship? This paper argues the case for sponsorship and search for ways in which effectiveness can be evaluated. The paper particularly looks at the way a brand can be built through a...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Rohin Malhotra, Joe Michael, Barbie Clarke

September 22, 2002