Resources Library by ANA

The changing role of the branch office in supporting brand image and customer loyalty

This paper discusses how the role of the branch office needs to be recast in order 1) to complement, not compete with, electronically delivered services; and 2) to better support the significant number of self-directed investors, including a growing...

Catalogue: ESOMAR Conference on Financial Services 2005

Author: Nino DeNicola

February 1, 2005

Developing winning strategies for consumers of all ages

This paper describes the work conducted by Brand Keys, Inc. and MGN Limited to develop an internationally validated tool that allows marketers to develop winning brand strategies based upon crafting strategies that are able to meet or exceed...

Catalogue: ESOMAR Conference On Age 2005

Authors: Robert Passikoff, Kerry O'Connor

Company: Brand Keys, Inc.

January 30, 2005

How old is your consideration set?

Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead to the hypothesis that product preference should depend on the consumers age when the product was launched. It should be maximal for consumers...

Catalogue: ESOMAR Conference On Age 2005

Authors: Gilles Laurent, Raphaelle Lambert-Pandraud

January 30, 2005

Conquering the mountain

This paper highlights the specific benefits and insights gained from the research efforts between Burke, Inc. and Olympus America.Covering a handful of different projects and countless business objectives, the paper provides an analysis of the key...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Sara Heathscott, Trenton Haack

November 28, 2004

Beyond form and features

In today's fast changing mobile handset market, do consumers pay attention to brand? How easily will consumers give up their current handsets to adopt newer models?The authors analyze consumer preference data to uncover how brand impacts consumer...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Leslie Rimmer, Tom Adler, Nelson Whipple

November 7, 2004

Forget about 3G, focus on the consumers' money

While engineers and operators have clear issues regarding 3G as a technology and investment, the consumer is rarely interested in 'Gs' but rather is focused on the benefits it may bring relative to competing solutions.The challenge of generating...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Author: Harvey Cohen

November 7, 2004

Kaleidoscope project

This paper describes the methodological relevance of ethnography in the development of an integrated communication strategy for both Brazil and Mexico, taking into consideration the cultural distance between these two countries.The results of a study...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Richardson Nelson, Andréa Lima, Paula Luz

October 24, 2004

A better practice approach for developing advertising

Trident White was successfully relaunched in the Mexican market, in large part due to the strength of its advertising.By applying research and knowledge early on and at various stages of the advertising development and airing process, the Trident...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Gonzalo Perez-Duarte, Raúl Tena

October 24, 2004

Latin American trends: Local societies, local consumption and global brands (Spanish)

The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels.The...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Esteban Socorro, Fernando Moiguer

Companies: The Coca-Cola Company , Compañia de Negocios Moiguer

October 24, 2004