Resources Library by ANA

People research for experience design

This paper is based on Philips Design&Research through Design program, intended to develop business options with high potential value and in a timely manner. The paper outlines an approach to assessing and evaluating innovative experience...

Catalogue: Qualitative 2006

Authors: Slava Kozlov, Lucile Rameckers, Paul Schots

Company: Philips International

October 8, 2006

Taking the cost out of R&D and researching again

As consumer healthcare costs escalate, the pharmaceutical industry continues to lose consumer trust. Pharmaceutical companies can reduce consumers drug costs as a route to improving the industry's image by reducing prices and thereby profits; or...

Catalogue: Global Healthcare 2006

Author: Bob Leitman

February 6, 2006

Developing an optimal product line using consumer preferences and cost data

Much of the activity of market researchers focuses on understanding the effect of new products on the firm. By researching product acceptance before introduction, manufacturers recognize that careful attention to consumer wants and needs will...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Susan Stoev, Steve Cohen

September 14, 2003

Analytics count

Companies today are acutely aware of the tremendous benefits associated with understanding customers. Many have embraced customer relationship management (CRM) to achieve this understanding. Thus, companies have invested in customer-facing software...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Arthur O'Connor, Annie Pettit

March 17, 2002

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

Brand stretching

The subject of brand extensions is looked at and, in particular, the idea of 'brand stretching', in order to answer the question, "How far can a mother brand stretch, by extending itself within and across brand categories and sub-categories?" The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Yaman Akalin, Peter Sampson

Company: Burke, Inc.

September 1, 1996

Company market research departments

At this time of recession, it is more common to hear of reductions than of expansion in company research departments. It seemed an appropriate time to conduct a quantitative study among major European companies to discover whether this is a general...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Margaret Holmes

September 1, 1994

Stealing brand equity' measuring perceptual confusion between national brands and copycat own-label products

In all countries, distributors' brands have been facing the same problem : how to change consumers' perceptions, without advertising, from inferior imitations of national brands to quality alternatives. To do so the packaging is the main media : one...

Catalogue: Seminar 1994: Building Successful Brands

Author: Jean-Nöel Kapferer

June 15, 1994

Structuring the marketing

This paper describes the exploratory part of a larger study on management of innovation, focussing especially on the interface between marketing and R&D (Research and Development). Marketing and R&D produce two critical flows of knowledge that have...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Mark Leenders, Felix Janszen, Berend Wierenga

June 1, 1994