Resources Library by ANA

Mapping and interpreting socio-cultural change in urban India

As urban India continues to transform at a rapid pace, brands across categories seek to build relevance by positioning themselves on platforms linked to the new meanings and ways of being in a fast-changing society. A semiotic analysis of the...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity

Author: Satyam Viswanathan

June 15, 2014

One part resonance, one part edge

Philips transformed its business from being technology driven to consumer driven, recognizing that this was their best strategy to create breakthrough products and winning communications programs. This presentation shares how Philips, in changing...

Catalogue: Innovate 2010: Innovation Detonation

Authors: Federico Trovato, Alex Batchelor

Companies: BrainJuicer, Philips International

November 16, 2010

Sustainability, higher margin opportunities & economic crises

The recent economic downturn resulted in the rapid deterioration of the appeal of 'classic' luxury propositions and an equally rapid rise in the demand of a new, ethically-driven aspiration, namely the sustainable notion of premium. This presentation...

Catalogue: Congress 2009: Leading The Way

Authors: Howard R. Moskowitz, Alex Gofman, Marco Bevolo

Company: Philips International

September 22, 2009

Cultural differences in consumer decision making

This paper seeks to determine whether research methods developed within a Western conceptual framework can be applied to understanding decision-making among Asian consumers.The authors focus on two methods with theoretical foundations in consumer...

Catalogue: Asia Pacific 2005

Authors: David G. Bakken, Vincent G. Breglio

Company: Harris Interactive (Europe)

March 13, 2005

Steps towards a consumer-driven concept innovation machine for 'ordinary' product categories in their later lifecycle stages

This paper presents a research-driven approach to innovating product features in categories considered to be mature and low involvement.The approach begins with the identification of product features realizable by developers, works with consumers...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Howard R. Moskowitz, Kjell Oksendal, Michele Reisner, Bert Krieger

Company: Moskowitz Jacobs Inc.

February 27, 2005

Women of Class C

This paper is evidence of the success of a client research company partnership, an efficient use of multivariate analysis, a creative system to define potential for social mobility and an innovative application of results.

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Andrea Costa, Katia de Freitas Benchimol, Nelsom Marangoni

Company: IBOPE Inteligencia

October 24, 2004

Consumer choice for over-the-counter drugs and supplements in the health care arena

A framework is presented to understand how consumers respond to eight topics for OTC health care, ranging from simple physical examinations to medicinal shampoo.The objective is to understand how consumers process information about health care, such...

Catalogue: Global Healthcare 2004

Authors: Hollis Ashman, Howard R. Moskowitz, Samuel Rabino, Dorothy Minkus- McKenna, John Himmelstein

Company: Moskowitz Jacobs Inc.

February 22, 2004

Learning more about planning for marketing efficiency

Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and planning decisions. The paper outlines a proposal which...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Author: Alan Smith

June 18, 2003

Market research for a new car concept

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange

Company: BMW Group

March 30, 2003