Resources Library by ANA

Benefit segmentation

This paper presents benefit segmentation as a tool which in conjunction with other consumer information helps obtain directions for new products catering to the mobility needs of different segments. Based on a large qualitative and quantitative...

Catalogue: International Automotive Marketing Conference 1998

Author: N. S. Muthukumaran

June 15, 1998

Nothing but blue skies

This paper describes a five stage programme to get the best out of innovative new product development research in the telecoms sector. It covers the pitfalls encountered at each stage suggesting solutions based on mistakes made on both client and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Authors: Lisa Hunt, Janine Braier

June 15, 1998

A new star is born

The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things the survey of the research methods looks into project car clinics the...

Catalogue: International Automotive Marketing Conference 1998

Authors: Siegfried Högl, Karsten J. Hennig

Company: GfK

June 15, 1998

A method for evaluating the importance of perceived attributes

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product-related expectancies are three central steps for the...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Authors: Daniel Bachelet, Joseph Lion

June 15, 1998

An experiential approach to new product development and testing

This paper describes the benefits of using consumer laboratories rather than traditional market research approaches to more accurately predict customer purchase behavior. This approach has proven particularly valuable in new product development and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Authors: Barbara Hisiger, Pradeep Bansal

June 15, 1998

Being creative with creativity

This paper describes research that was conducted to inform the development of an interactive CD-ROM product designed to enhance the mathematical skills of eight to twelve year old children in a user environment that combines computerized gameplay...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Michael Cohen, Stacey Matthias

September 1, 1997

From market research to marketing research and development

The world’s top ten pharmaceutical companies continue to reorient their strategies toward greater focus on core therapeutic segments and continuous improvement of efficiency in the development and marketing of their new chemical entities (NCE)....

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Authors: Kenneth G. Watson, Andre Boer

June 15, 1997

The perception of new clinical entities

The most crucial time for close co-operation between clinical research and marketing research is during phase II and early phase III of clinical development. In these phases of development it is necessary to compare the new substance with similar...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Authors: Raf De Wilde, Barbel Matiaske

June 15, 1997

Fragrance creation

This paper addresses the topic of fragrance development within a fragrance house. Utilising consumer input at the inception of fragrance theme creation assures that the final submission will best meet marketer and consumer expectations.

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Author: Beth A. Prevost

December 1, 1996