Resources Library by ANA

Cool

Having followed the implementation of a project conducted in eight European countries under the coordination of Research International UK which identified cool brands in six product categories, we decided on a similar project in order to understand...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Paulo Carramenha, Helena Palla, Paula Felice

October 24, 2004

"I like it"... Whatever that means

This paper discusses the discipline known as Sensory Evaluation and the importance it gives to language, be it to understand the consumer's spontaneous thinking or to explain perceivable product characteristics. The paper also addresses how these two...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Daniel L. Pedrero

October 24, 2004

Taking the pulse on impulse

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Dwight Watson

Company: Nielsen

October 10, 2004

Utilizing rich multimedia methods for the elicitation of preferences for radical future technologies

This paper shows how the application of a platform for information acceleration methodologies can quickly allow organizations to develop preference profiles of potential users even before a product is available for market.The results of this study...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Jordan Louviere, Tim Coltman, Timothy Devinney

October 10, 2004

Product relevance as basis for market defragmentation and strategic decision-making

Fragmentation of consumer markets is a generally accepted phenomenon. Market segmentation models based on demographic features or lifestyle have become so complex that their value in the strategic decision making process of larger companies has...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Jeroen Rietberg, Philip Bird

September 19, 2004

Closed-loop marketing solution for CPG online advertising

Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments - where and how can I reach my key segments...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Manjima Khandelwal, David Boyd, Kenneth Greenberg

September 19, 2004

Linking marketing decisions with consumer decision making

This paper expands on recent findings from cognitive psychology and related disciplines and argues that market researchers need to move their emphasis from understanding consumer perceptions and generalized motivations to a much more specific...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Author: Alastair Gordon

September 19, 2004

Touchpoints II

The Touchpoints II Study, which seeks to understand what marketing factors have the most influence on a consumer's decision to purchase a product, reveals a continuing purchase process shift set in motion by the mass adoption of interactive media.An...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Kathryn Koegel

June 14, 2004

Does online drive retail consumer purchases or the opposite?

How people simultaneously use various channels while searching and purchasing products and services becomes a major question should a firm intend to use the Internet as a complementary channel in the purchasing cycle of consumers aside from stores or...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Georges Mao

June 14, 2004