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

Strategies for growth

As an industry, market research is well placed to meet one of the most pressing needs of the modern company's CEO - understanding how to grow the business.To do this, however, requires a different approach to using consumer data. This paper examines...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Author: John Madell

September 19, 2004

Market research: A new generation on the go

This paper shows how the market research department role can be transformed from being a mere provider of data that brings limited value, into becoming a strategic partner that offers crucial consumer insight and enables sound business...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Author: Corinne Rosinski

September 19, 2004

Becoming cultural architects

Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones.This paper describes how a single global segmentation study catalysed one organisation into rethinking many...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Hilary Perkins, Paul Buckley

September 19, 2004

Deconstructing brand equity

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients.To understand what creates an optimal brand experience, IBM asked business decision makers in six markets to think in unconventional ways about the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: J. Christian Gammill, Robert Harlow, Robert B. Love Jr.

September 19, 2004

Shaping high level business decisions through dynamic understanding of consumer insights

Clarín, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world's eighth largest newspaper. As with newspapers worldwide, Clarín is experiencing readership declines among the younger audience...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Esteban Coll, Fernando Moiguer, Ricardo Kirschbaum, Mariela Mociulsky, Guillermo Oliveto, Jorge Karol

Companies: Compañia de Negocios Moiguer, CCR Group

September 19, 2004

Facilitating customer relationships through marketing research

Proprietary panels have been adopted by many organizations to lower costs and speed up market research.Kodak has taken the proprietary panel a step beyond to develop a mechanism to enhance their customer relationships.This paper reviews how Kodak and...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Berni Stevens, Thomas Catalano

September 19, 2004

Radio as a brand

This paper explores some of the strategies that have been developed and implemented to achieve this goal. It features an overview of the research undertaken to date that has underpinned the overall brand strategy. The strategy demonstrates a unified...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio

Author: Steve James

June 17, 2004

Does your brand hit the consumers' hot buttons?

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations.We believe there are a set of universal needs that brands can effectively use to really hit the 'hot buttons'...

Catalogue: Asia Pacific 2004

Authors: Nic Hall, Gilbert K.W. Lee

March 28, 2004