Resources Library by ANA

Colour and fragrance

This paper is based on a study which set out to establish the optimal colour and fragrance mix for a portfolio of male deodorant fragrances and to identify fragrance opportunities. The aim was to enroll consumers to understand appeal of fragrances as...

Catalogue: ESOMAR Fragrance Research Conference 2003

Author: Karen Stanton

Company: Colmar Brunton

March 16, 2003

Asking smarter questions

This paper reviews those processes that were particularly successful in developing a broader strategic role for research in product design. Along the way, the authors succeeded in getting more from respondents, which resulted in more meaningful...

Catalogue: ESOMAR Fragrance Research Conference 2003

Author: Philip Wolf

March 16, 2003

Beyond media plans

The traditional 'rules' of marketing are undergoing serious re-examination as companies seek new ways to build strong brands in the post mass-media era. There is an urgent need to answer the core questions of which contacts to use, and how to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Hans Ulrich Krause, Oscar Jamhouri

Company: Procter & Gamble

September 22, 2002

Strategic market segmentation

Previous work by Maclennan and Mackenzie indicated that while top executives in the pharmaceutical industry often advocate being market oriented and customer focused, few companies (large or small) use market segmentation to its maximum potential....

Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics

Authors: David Mackenzie, Cathy Clerinx

April 1, 2001

Modern Asian everyday lives

Advancing technology, global competition, fragmented and demanding markets, the internet, and the growing power of consumers are major forces, placing intense pressures upon local and global management to understand and better meet the needs of...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Authors: Peter Cooper, Jocelyn Pinijarom, Siamack Salari

Company: QRi Consulting Ltd.

November 1, 2000

Understanding the prescribing decision

By understanding the role that patient factors play in the prescribing decision, pharmaceutical marketers will be better able to understand the behavior of their customers and in turn be better able to market their products to their...

Catalogue: ESOMAR Global Healthcare 2002

Author: David A. Luery

Company: KANTAR TNS Malaysia

June 15, 2000

From multi-country concept testing/optimization to corporate database and beyond

This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but turned into an organizing principle to understand...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Authors: Jeffrey Ewald, Howard R. Moskowitz, Johannes Hartmann

Companies: Unilever, Moskowitz Jacobs Inc.

January 1, 2000

Establishing dialogue between experts and consumers

While consumers are at the heart of the innovation problematic they are today largely excluded from the process of developing new products and services. The opinion of consumers is sought before or after the innovation process but inclusion in the...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Helene Valade-Thong, Anne Panis-lelong

Company: IFOP

September 1, 1999

Research for innovations and innovation management

The first part of this paper focusses on the process in which ideas for innovative products and services are found. The process of developing a product that can be sold from the customer's idea of what will be needed in the future and the...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Gert Autz, Peter Huijbers

September 1, 1999