Resources Library by ANA

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

Wee yet mighty: Latin America's kids

Children are direct consumers of a series of products, in addition to influencing the purchase of certain products and services consumed in their homes. The influence they exert or their consumption habits are not identical across the different...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Mónica La Madrid, Telma Urich

Company: Markwald La Madrid & Asociados

April 18, 2004

Consumer behaviour and demand projections for the consumer electronics market in Brazil

The paper shows how it is possible to measure the influence of short-term cyclical factors on consumers' purchasing decisions in conjunction with factors specific to the market under analysis and obtain consistent models with satisfactory predictive...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Ana Hutz, Christian Andrei, Gustavo Madi Rezende, Elisabete Paschoal

Company: Philips International

April 18, 2004

A new model for assessing brand health

The frantic pace of change in today's automotive market requires manufacturers to react quickly to changes in consumer preferences.More than ever, automotive consumers face a dizzying array of choice from which to make their car purchase. With the...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Don Deveaux, Pat Farrell, Collette McLoughlin

March 1, 2004

See your target audiences in 3D

The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly it is necessary to keep in mind three key dimensions analysed in...

Catalogue: Latin America 2003

Author: Macarena Estévez

Company: MindShare

May 4, 2003

If the future is grey, is the future bright?

The key focus of this study is to understand the impact of the ageing population on purchasing behaviour in FMCG markets. The authors attempt to determine whether purchase behaviour remains constant with age, focusing especially on store and category...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Andrew Czarnowski, Peter Gouw

Companies: KANTAR TNS Malaysia, GfK

March 30, 2003

Web strategies for the pharmaceutical industry

Vividence studies reveal that exposure to effective pharmaceutical websites increases consumers' likelihood to request specific prescription drugs from their physicians. In December 2001 the research team conducted an independent study of five...

Catalogue: ESOMAR Global Healthcare Conference 2003

Author: Bonny Brown

February 23, 2003

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