Resources Library by ANA

Product development and (re)positioning

To collect valid and actionable information for positioning and product development of neuroleptics in case of schizophrenia, 420 psychiatrists and 60 schizophrenic patients were interviewed using a combination of multi attribute models (conjoint...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Eric Meinardt, Dirk Huisman

Company: SKIM

June 1, 1994

Research contribution to brand positioning

This presentation charts the contribution of research to development of Immac as a brand in the depilatory category and hence one of the more sensitive areas in this segment. We outline the key stages of research used in developing the brand...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Roger Hawa

January 1, 1994

How research is used to bridge the gap between consumers and product developers in order to optimise products

The increasing opportunities for development of cross-border business and the growing requirement for the major international client companies to rationalise their brands across the world has put renewed demands on international market research...

Catalogue: Seminar 1993: Marketing And International Research

Author: Vivien S. Wilton-Middlemass

June 15, 1993

Brand keys

This multi-national case study describes the harnessing of consumer bonding measurements to optimize the likelihood of successfully launching new products or services. The study introduces a new research discipline; Brand Keys. Based upon established...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Robert Passikoff

Company: Dentsu Macromill Insight

June 15, 1992

Technofear: Its influence on the design of consumer durable P products

Companies involved in the design and marketing of consumer durable products with a level of technical complexity have to cope with the situation where the technical sophistication of the product may outweigh the technical sophistication of the people...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Authors: Sean Ennis, Colin Mc Gilvray

June 15, 1992

Added value products

The Spanish Financial Sector is undergoing a big process of change and mergers and in the future far fewer financial entities will offer a far wider range of products. Customers are losing their loyalty to the financial institution and establishing...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Author: Felix Serrano Alda

June 15, 1992

The development of a wallpaper stripper

Probably 95% or more of all NPD in the durables sector is associated with product evolution and range extension. Once in a while, with luck, the NPD marketer gets the opportunity to substantially innovate a product category. The process isn't that...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Author: Des Hassell

June 15, 1992

Laboratory price response measurement in testing new products

Finding the "right" price is one of the main problems of any marketing strategy. To solve this problem it is necessary to have information on the effects of price changes on demand, i.e. on the form of the price response function. To derive this...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Authors: Bernd Erichson, Karl-Ludwig Börtzler

June 15, 1992

General user experience of international research on children

During recent years we have seen a tendency towards children being looked upon as independent consumers who to a large extent do not depend on the influence of their parents. This means an increased focus on children's' needs and demands by the...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?

Authors: Niels Sandal Jakobsen, Lisbeth Flydtkjaer

June 15, 1992