Resources Library by ANA

Managing brand health through the marriage of attitudes and behaviour

This paper describes the work used to develop and validate the BrandBuilder loyalty model. Evidence of the usefulness and validity of three measures of loyalty will be presented: -1 behaviourally-based measures of loyalty to the brand; -2...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Authors: Allan Baldinger, Charles llsley

June 15, 1998

A consumer choice simulation model

The research concept described in this paper is, in fact, built upon the notion that if we can make measurements in these three areas and if we can develop a reasonably precise understanding of how they relate to consumer behaviour then we find...

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

Author: Alan Frost

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

Desperately seeking 'cool'

In adult social groups, there are few trend-setters and many followers. In some situations, it is essential to isolate the trend-setters' opinions and attitudes in order to predict the trends and behaviours of the masses. The trend-setters phenomenon...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Marianne de Souza

Company: MSM

October 22, 1997

The use of the Internet for opinion polls

The paper examines current and future Internet usage in Europe. It discusses how the Internet is beginning to be used for data collection in market research and its benefits over other methods. More specifically it shows the results of Internet...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Pete Comley

September 1, 1997

The information paradox

This paper has two aims: first, to send out a wake up call to us market researchers as a profession. If we don't want to fade into oblivion like the buggy whip,the time to begin a fundamental change of market research is now. And, secondly, to...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Alecia S. Helton

Company: Texas Instruments

June 15, 1997

Retail in emerging markets

The first part of this paper deals with the complexities associated with definition of FMCG (Fast Moving Consumer Good) retail outlets and their classification in India. It outlines the changes in outlet type and stocking patterns over time and...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions

Authors: Amit Roy, Kamal Ramanath, Bikramjit Chaudhuri

February 1, 1997

Can we predict fragrance preferences from consumers' choice of colour?

A relationship between colour preference and fragrance, should one exist, might enable inferences to be drawn from information concerning the former about which types of perfume a consumer might be expected to wish to buy. This paper seeks to...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Authors: Vivien S. Wilton-Middlemass, David Rose

December 1, 1996

Prediction of customer segments with Neural Nets

The process of categorising customers is traditionally based on simple slotting procedures or more extensive survey data. The first procedure might be inaccurate and/or uncertain, the latter complicated, time- consuming, and most of all expensive. It...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Knut Kvaal, Harald Djupvik

June 15, 1996