Resources Library by ANA

Calibrating new products for generation Y automotive consumers with emerging market realities

The coming of age of Generation Y in the United States represents the largest inflow of new consumers to the U.S. automotive marketplace in over two decades. This paper concerns how and why Honda has approached this new consumer segment in the U.S....

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Aziz Ucmakli, Kevin M. Joostema

March 30, 2003

Life stage is losing its meaning

This paper looks at the changes taking place within western societal values and more specifically at the implications for brands and advertising. It is based upon exploratory qualitative research conducted in the United Kingdom and Germany in August...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Daniel Plettenberg, Jennifer Whyte, Aine O'Donoghue

March 30, 2003

The modern upper middle classes in Western and Central Eastern Europe

Recently, BankAustria Creditanstalt has successfully developed a strategy to target the upper mainstream market in Austria by using the Sinus-Milieu® approach. The extension of that strategy to the markets in Central and Eastern Europe is...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Agnieszka Krason, Michael Schipperges, Martin Mayr

Company: SINUS Markt- und Sozialforschung GmbH

March 30, 2003

GPS - Generating Perfume Sparkles by Global Positioning System

This paper describes the 'GPS' approach, which consists of defining the right target for the next perfume of the brand 'XYZ' and of point out the concepts to which this target is sensitive. The aim of GPS is to serve the development of perfume...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Patrick Duquesne, Frédéric Miedzinski

March 16, 2003

A fragrance brand's image and scent test results

Achieving the proper balance between a fragrance brand's image and scent is necessary for its continual success or to a launch. Successful marketers understand the emotional drivers of their target demographics and work to create a fragrance brand...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Natalie Granik Seidman, Timra L. Carlson

March 16, 2003

Reading between the lines

Many market research agencies, fragrance houses and client companies conduct product tests to assess the suitability of fragrances for particular uses. In most cases, the prime objective is to ascertain which of a range of fragrances is the best for...

Catalogue: ESOMAR Fragrance Research Conference 2003

Author: Robert N. Cockcroft

March 16, 2003

Revue Française du Marketing 2003 (N.191)

Les thèmes abordés dans ce premier numéro de l'année 2003, sontd'une extrême diversité. Toutefois ils peuvent être organisés en trois groupes distincts.Le premier groupe porte sur l'évolution des techniques publicitaires...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

January 1, 2003

The new retail kids on the block - Changing the way we shop in Asia

The paper describes research that has been carried out into grocery retailing across Asia. Its focus is on the entry of new players into these markets and the impact that they are having. Headlines would suggest that global retailers are driving the...

Catalogue: Asia Pacific 2002

Author: Peter Gale

Company: Nielsen

December 1, 2002

The glo index

This paper describes the work that has been carried out in support of a modelling approach aimed at measuring and predicting the potential of marketing an international brand successfully in new markets. The approach is based on analyses of specific...

Catalogue: Asia Pacific 2002

Author: Pradipta K. Mitra

December 1, 2002