Resources Library by ANA

Aiming at moving targets

The paper describes the work that has been carried out to develop a method to determine the reach and frequency of public transport advertising and to support a modelling approach to calculate the media performance for specific campaigns and their...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Author: Michael Drabczynski

January 1, 2000

A calculated risk

This paper outlines a paradigm for strategic research that goes beyond the normal mode of data interpretation and delivers truly decision- oriented information. The authors first review the existing literature on game-theoretic applications and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Andy Dexter, Jonathan Fletcher

Company: DVL Smith Ltd

September 1, 1999

Talking is understanding

This paper describes how Gallup A/S and Mobilix A/S the telecom company planned a testing procedure for a rather unusual ad campaign. The authors explain how Gallup and Mobilix managed to devise a model for testing various kinds of different prints...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Henrik J. Hansen, Claus Wilki, Lone Willumsen

September 1, 1999

Brake, motor, petrol or motor oil?

The paper deals with the tasks and roles of researchers in the innovation process. These primarily derive from the nature and the final purpose of an innovation. The central thesis is of this paper is that the prime role of marketing researchers in...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Udo Reuter, Teresa Monjardino

Company: IMW-KOELN GmbH & Co. KG

September 1, 1999

A paradoxical approach to support innovation policy

This paper aims to demonstrate that innovation has never been more important to companies and that the ‘paradox approach’ is an important ally to come up with genuinely innovative proposals for products and services. The authors show that...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Jean-Pierre Fourcat, Christine Woesler Panafieu

September 1, 1999

A paradox of product innovation

This paper is about product innovation and introduction. More specifically a framework for understanding the relationships between innovation category characteristics and successful new product innovation and introduction is introduced and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Jean-Jacques Vandenheede, Bettina Hoffmann, Leone Aardse, Phillip A. Cartwright

Companies: Nielsen, Ernst and Young Services Pty Ltd

September 1, 1999

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

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

Joint probabilisation of audience data provided by different surveys

This communication presents an audience probabilisation method taking into account different surveys (cross-sectional GRP data surveys audience panels consumer panels etc.). It analyses the new radio probabilisation system carried out since 1998...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Authors: Jean-Luc Stehlé, Jean-Louis Chandon, Pascal Mauris

Company: Mediametrie

June 15, 1999