Resources Library by ANA

Teens, tweens and rings

The basic objective of this research is focused on the world of youth and young adults (aged 12 - 25 years) in Mexico, their lifestyles and habits.To achieve this, two different research studies were conducted. A framework of qualitative studies (16...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Laura Ruvalcaba, Ruth Reyes

Company: Brain - Brand Investigation S.A. de C.V.

October 24, 2004

Segment optimization

A cornerstone of marketing theory is that segmentation can play a crucial role in any marketing strategy. The purpose of this paper is to offer an approach that integrates the subjective and objective aspects of segmenting markets to enable the...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Douglas MacLachlan, Michael Mulhern

October 10, 2004

Taking the pulse on impulse

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Dwight Watson

Company: Nielsen

October 10, 2004

Forever Jung

This paper provides a new approach to consumer segmentation, in which the aim is to reveal archetypes rather than segments per se.We outline the limitations of conventional segmentation approaches, and describe a method for extending such techniques...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Giles Hedger, Leigh Morris, Raimund Schmolze

September 19, 2004

Lifestyle segmentation of the Chinese consumer

Although lifestyle research is abundant in western countries, similar research is absent in China due to historical reasons. More recently researchers and organizations have begun to pay attention to the differentiation of Chinese consumers.Based on...

Catalogue: Asia Pacific 2004

Author: Forest Ma

March 28, 2004

Mirror, mirror on the wall - Are we the same for all?

This paper presents the results of a qualitative research study among diabetic patients that identifies distinct patient clusters based on existing attitudes and prevalent mindsets. Based on subsequent sharing of this data with leading...

Catalogue: Global Healthcare 2004

Authors: Sharmila Singh, Debraj Dasgupta

Company: KANTAR TNS Malaysia

February 22, 2004

Every grey cloud has a silver lining

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group.They can be segmented based on their need to control...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Vanesse van Eeghen, Liesbeth Gerritsen

Companies: MARE, Ogilvy

November 5, 2003

Building the matrix

This paper provides a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation. Researchers were able to blend...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Bernadette DeLamar, Carol K. Galvin, Luis H. Rodriguez

Company: IBM Corporation

September 14, 2003

Multi-media

The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly media owners) to provide (financial) benefit and be...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Peter Callius, Peter Masson

Company: Bucknull & Masson

June 18, 2003