Resources Library by ANA

Brand contribution of car body types in the premium automotive market

This paper presents image research studies in the premium automotive market.It will be shown that the relevance of image dimensions of premium cars varies depending on what customers focus. If they look at premium car brands, there are other image...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Alexandra Stein, Ralf Rodepeter

Companies: GfK, BMW Group

March 1, 2004

Effective prioritisation of things gone wrong for maximising satisfaction improvement

This paper describes the limitations of current quality tracking measurements and reporting in effectively differentiating vehicle quality using a tally of incidence of Things Gone Wrong (TGW).The authors propose a new framework for measuring and...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Dennis Pietrowski, Mike Harper, Bharath Vijayendra

Company: RDA Group, INC

March 1, 2004

Why shift to customer experience measurement seated in brand values rather than process delivery?

In a market place where achieving competitive advantage through product differentiation alone is seen as only part of the equation, the creation of a unique customer experience is seen as the new battleground.The question is how does one capture,...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Gavin Winter, Duncan Sands

Company: Maritz Research

March 1, 2004

A new model for assessing brand health

The frantic pace of change in today's automotive market requires manufacturers to react quickly to changes in consumer preferences.More than ever, automotive consumers face a dizzying array of choice from which to make their car purchase. With the...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Don Deveaux, Pat Farrell, Collette McLoughlin

March 1, 2004

The 'true' inner self

This paper describes our attempt to understand the respondent's 'true' inner self during qualitative research in Mexico. The essay begins with a short review of a number of key respondent biases associated with traditional qualitative focus groups....

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Carol Culebro Stewart, Jorge Cherbosque, Amy Routhier, Michael Francesco Alioto

Company: RDA Group, INC

November 5, 2003

Developing unified key performance indicators based on the integration of site-centric and panel-centric online data

The perceived conflict between server-centric and panel-centric metrics has served to bring confusion to the users of Internet audience measurement. This paper sets out to resolve this dissonance through the unification of both data sets to produce...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Author: Stephen Shaw

June 20, 2003

Generating scoring models with auxiliary target variables and data bridging

The authors present an innovative way to deal with a frequent practical problem in CRM and direct marketing projects: the lack of cases with known target behavior. Usually, this makes learning scoring models that can be utilized for selecting the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Johannes Ruhland, Wendy Gersten

March 30, 2003

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

Brand effect

Although manufacturers invest a lot of resources to develop their brand, removing the 'brand effect' is sometimes necessary to get a more objective view of the product characteristics. During Car Clinics, the brands' promises can be so strong that...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Claudia Chin, Simon Wilson, Nathalie Sannino

March 4, 2002