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Research papers

A better understanding of quantitative results by using qualitative methods

Since differences between products are becoming smaller and smaller, also the positioning of a product has become increasingly difficult. This paper shall deal with the implications this should have for the way we do image tracking and positioning...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Robert Petrescu
June 15, 1986
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Citation

Petrescu, R. (1986a, June 15). A better understanding of quantitative results by using qualitative methods. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/a-better-understanding-of-quantitative-results-by-using-qualitative-methods


Research papers

Beyond positioning

Advertisers working with retailers often find it difficult to differentiate them from competitors. The retailing mixes close that the bases of differences shrink. Advertising and communication now receives the task of creating this difference, a...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth
Author: Jean-Nöel Kapferer
June 4, 1986
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Citation

Kapferer, J. (1986a, June 04). Beyond positioning. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/beyond-positioning


Research papers

Lancia 1984 grand galá

Before the Lancia Grand Gala 1984 can be presented within the framework of brand promotion activity it is necessary, indeed absolutely essential, to define the background. Above all, the overall auto market is as we shall see in direct contrast to...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Tino Biglia, Franco Cagnasso
November 6, 1985
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Citation

Biglia and Cagnasso (1985a, November 06). Lancia 1984 grand galá. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/lancia-1984-grand-gal-


Research papers

Competitor analysis in defence of a brand leader

In the U.K. retail antibacterial market, Amoxil is brand leader. However, share varies considerably in market sub-segments as does the source of competition. The Market Research Department is a prime contributor to competitor analysis, all the more...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Roger Western
February 27, 1985
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Citation

Western, R. (1985a, February 27). Competitor analysis in defence of a brand leader. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/competitor-analysis-in-defence-of-a-brand-leader


Research reports

Dulux qualitative 1979 advertising study

The aims of the study included both general andspecific issues. The prime purpose was to examinethe ways in which current advertising contributesa new influence on consumers' attitudes to Dulux,its competitors, and home decorating as aprocedure and...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1979
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Citation

, C. (1979a, July 01). Dulux qualitative 1979 advertising study. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/dulux-qualitative-1979-advertising-study


Research reports

Qualitative research into alternative Aquafresh positioning

The positioning and communication of Aquafresh inthe UK market is currently being re-examined tofind ways of improving the brand's performance.Due to the success of the brand in some overseasmarkets on different advertising platforms, it wasdecided...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1979
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Citation

, C. (1979a, June 01). Qualitative research into alternative Aquafresh positioning. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-alternative-aquafresh-positioning


Research reports

Qualitative research into Hedgetrimmers

Black and Decker hedge trimmers have for a numberof years shown steady growth in a market in whichthey are the clear leaders, making them a profitableline.However, recent evidence suggests that this growthrate is slowing down, indicating that the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1979
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Citation

, C. (1979a, June 01). Qualitative research into Hedgetrimmers. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-hedgetrimmers


Research reports

Qualitative research into quality street radio advertising

Saatchi Saatchi Garland Compton Ltd., has developeda radio campaign for Quality Street comprising fourcommercials 'John son's Quality Street', 'Evans Quality Street', 'Smith's Quality Street' and' Wingco Boffo Harrington's'. The campaign has been...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1979
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Citation

, C. (1979a, May 01). Qualitative research into quality street radio advertising . ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-quality-street-radio-advertising-


Research reports

Research report on consumer reaction to 'taste test' and 'cheeseman' concepts for Krackawheat

In view of increased competitive activity fromother brown crackers and also from Jacob's CreamCrackers, the agency have developed a strategy forKrackawheat based on positioning the brand more discreetly against Jacob's Cream Crackers via the concept...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 1, 1979
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Citation

, C. (1979a, April 01). Research report on consumer reaction to 'taste test' and 'cheeseman' concepts for Krackawheat. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/research-report-on-consumer-reaction-to-taste-test-and-cheeseman-concepts-for-krackawheat