Resources Library by ANA

Merging minds and matter

The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers.It proposes segmenting consumers based on 'the cognitive mental process that underpin choice' and converging it with...

Catalogue: Congress 2006: Foresight

Authors: Manjima Khandelwal, Shuchi Sethi, Adam Murphy, Daniel Jenkinson

Company: Nielsen

September 17, 2006

Innovation combining art, engineering and social-economy science

This paper presents two aspects of innovation for companies that fall into the class of 'solution providers'. The paper first provides a quantitative analysis of what drives the professional's perception of an innovative company.Data from an...

Catalogue: Innovate 2006

Authors: Howard R. Moskowitz, Alex Gofman, Iain Bitran

Company: Moskowitz Jacobs Inc.

May 10, 2006

Are we deliberately turning away from global diversity and true innovation?

Need based segmentations are based on psychological needs or motives present in every one of us.The more fundamental these needs are, the more they can be considered universal: the need for status is present in every culture, as is the need to belong...

Catalogue: Global Diversity 2006

Authors: Philip De Wulf, Emmanuel Verhagen

Company: Ipsos MRBI

May 8, 2006

Gay subculture

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase.It presents a significant opportunity to marketers to enter a new segment in itself, quite apart...

Catalogue: Global Diversity 2006

Author: Cliff van Wyk

May 8, 2006

Behind the closed doors of Saudi Harems

For years, marketers have considered the Saudi female consumer segment as taboo, especially as they are completely veiled and can not be approached or touched. This paper provides insights into female segments in Saudi Arabia in terms of their...

Catalogue: Qualitative 2005

Author: Hana Balaa

Company: KANTAR TNS Malaysia

November 13, 2005

Segmenting by lifestyle in low income markets

This paper shows the market strategy of aiming at the highest income population rather than the mass population ignores tremendous opportunities for entrepreneurial growth existing in developing countries, particularly Latin American countries.Market...

Catalogue: Latin America 2005

Author: Ronaldo Arellano Cueva

October 23, 2005

Driving fragrance research through predictive modelling

This paper explores the unique challenges in sensory research of fragrances. A new approach to multivariate modeling is presented to explain what consumer qualities with respect to attitudes/beliefs, lifestyles, usage, and demographics and what...

Catalogue: ESOMAR Fragrance Research Conference 2005

Authors: David W. Ingersoll, David Lundahl, David Plaehn

May 15, 2005

Next generation TV advertisement scheduling

This paper deals with the effective TV advertisement scheduling method based on the state-of-the-art data fusion methodology.It is derived from the empirical application results of TV advertisement scheduling in the actual situation that the proposed...

Catalogue: Asia Pacific 2005

Authors: Akito Nakai, Hiroshi Onishi

Company: Video Research Ltd.

March 13, 2005

Steps towards a consumer-driven concept innovation machine for 'ordinary' product categories in their later lifecycle stages

This paper presents a research-driven approach to innovating product features in categories considered to be mature and low involvement.The approach begins with the identification of product features realizable by developers, works with consumers...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Howard R. Moskowitz, Kjell Oksendal, Michele Reisner, Bert Krieger

Company: Moskowitz Jacobs Inc.

February 27, 2005