Resources Library by ANA

Globalization of market research tools

The paper describes a research approach which is particularly suited for international research: a standardized pack test methodology which utilises latest multimedia technologies for on-screen testing of new pack designs. The digitalization of the...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Harriet Dehde, Dirk Frank

Company: ISM GLOBAL DYNAMICS GmbH

September 1, 1999

Mapping strategic options for the Dutch consumer association

An holistic research model was applied for both strategic and operational innovations, which segments consumers on the basis of norms and values, and maps out the driving forces of social change.

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Frits Spangenberg, Lex Liebregts

Company: Motivaction International B.V.

September 1, 1999

Charting the cultural future of markets

This paper presents a framework for charting the cultural future of markets, from the standpoint of developing ‘culturally insured’ marketing strategy for a firm. It is drawn from our experience of having to forecast the cultural future of...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Rama Bijapurkar, Virginia Valentine, Monty Alexander

September 1, 1999

The impact of consumers' commitment to existing brands on new product launch strategies

Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands. This is one reason why many traditional methods have had to contend with varying degrees of over-claim. This paper has...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: John Rice, Jan Hofmeyr

September 1, 1999

Using market research to enhance corporate innovation

The following paper demonstrate show applied research has been used to assist companies in the identification and design of innovative solutions for developing both vibrant internal cultures and responsive external marketing and communications...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Michael Cohen

September 1, 1999

Artificial life simulations

Observations of computer simulated agents a (Artificial Life) provide insight into the decision process of consumers. This fresh approach to modeling consumer behavior enables researchers to discover innovative solutions to the facets of marketing.

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Bruce Grey Tedesco

September 1, 1999

Analogue and digital television in Europe

More than seventy-three million European households receive satellite TV two million in digital. However development is not consistent and there are marked variations by country. Digital broadcasting is adding an additional complexity to television...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Authors: Thomas Merz, Bruce Roberts

August 1, 1999

Does clutter degrade the media environment?

This paper analyses one aspect of the quality of the television environment - commercial clutter - and its effects on viewers. Despite an increasing preponderance of evidence that clutter has a negative effect on commercial effectiveness commercial...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Author: Debbie Solomon

August 1, 1999

To fuse or not to fuse?

The aim of the paper is to provide guidelines for the non-technical media practitioner. It will argue that while the principles of fusion are sound they do not provide a catchall solution and caution should be exerted in using it as a general media...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Authors: Richard Dodson, Sheila Byfield

August 1, 1999