Resources Library by ANA

Accountability for actioning results

The author’s main proposition is that market research is of limited value unless steps are taken to develop the market research remit, client side. This should embrace joint accountability for post survey analysis work in addition to primary...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Mark D. Bullard

September 1, 1994

Your best customers are not those you have today

It will be argued that the problems, with customers, stem from change the pace of change is accelerating and it cannot be slowed down It is happening within our existing customers. Technology is playing but a part in this process. New Industries are...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Author: Philip Angle

June 15, 1994

Trade-off research and how to go from SICAV-monetaires to new products in the context of diminishing interest rates

On the French Financial market, in the late 80's, the "SICAV monetaires" (Funds invested in monetary markets) experienced a very specific situation : they bore a high interest rate although they were at the same time almost liquid and very secure....

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Authors: Joël Boillot, Chantal Lasocka

Company: KANTAR TNS Malaysia

June 15, 1994

Image development and consumer reality

The underlying thesis of this presentation is that effective and market-relevant image-building strategies can only be developed based on a precise understanding of consumer reality. An image cannot be determined and established arbitrarily; it must...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Author: Stephan Grünewald

Company: IFM Mannheim

June 15, 1994

Breaking free from the testing mentality

Attending seminars and conferences on 'European' advertising and brands, Levi's is often quoted as an example of how pan-European marketing campaigns can work across Europe. The objective of this paper is to provide a brief insight into the way in...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Kirsty Fuller, Martin Rippon

Companies: RDSi, Levi Strauss & Co.

June 15, 1994

Is customer satisfaction really reflected in traditional customer satisfaction measures?

This paper questions some of the conventional approaches and ways that many manufacturers look at and use customer service research, in particular, Customer Service Monitors: The use of vague 'scales' to measure performance. The way the...

Catalogue: International Automotive Marketing Conference 1994

Authors: Ruth McNeil, Mark Carpenter

June 15, 1994

Unusual bedfellows

In 1993 Girobank decided to embark upon a mystery shopper exercise to provide information as input to its Total Quality management system. Girobank had already undertaken regular monitoring of its customer service through continuous customer surveys...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Authors: John Buckle, Sarah McKee

Company: MSS Research

June 15, 1994

Brand management and brand measurement

Brand building, brand management and brand maintenance prerequisites the measurement and thorough understanding of brands. Since brand building often represents a greater investment than product or plant development, this is a worth wile endeavour....

Catalogue: Seminar 1994: Building Successful Brands

Author: Uwe Munzinger

June 15, 1994

The program content dimensions of the technology-involved consumer

We undertook an extensive analysis of 1993 MRI Doublebase data to establish and define the factors which best describe the program content dimensions of the technology-involved consumer. This is a target group which we tend to refer to as...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Craig T. Gugel

May 1, 1994