Resources Library by ANA

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

Research World (July/August 2005)

Research World is devoting a considerable section of this summer’s issue to market research in the ‘lost continent’. In what some people may denounce as an unforgivable concession to business convention, we have taken a pragmatic...

Catalogue: Research World 2005

Author: ESOMAR B.V.

August 1, 2005

Where can the 'crouching tigers' leap next?

The globalization phenomenon has impacted almost every business sector, yet the market research industry seems to have under-exploited the many opportunities emerging in a boundary-less world. This paper seeks to identify one such opportunity,...

Catalogue: Asia Pacific 2002

Author: Ramachandra Golikere

Company: Procter & Gamble

December 1, 2002

What value do customers attach to instant news?

This paper describes the work that has been carried out to understand the relevance, importance and value attached to instant news by consumers in a developing country. A unique methodology combining off line and on line approaches was used to...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Authors: Anusheel Shrivastava, A. Sundara Rajan

October 20, 2002

Audience measurement in the 'dual economies' of poor countries

The paper introduces the 'duality of economies' prevailing in developing countries such as Pakistan, and the general implication for advertising and media research. The co-existence of two management cultures and modernity amidst poverty creates...

Catalogue: ESOMAR/ARF WAM Conference 2002: Television

Authors: Mansoor Khan, Ijaz Gilani

Company: Gallup Pakistan

June 9, 2002

Research Wold (March 2002)

Latin America grew in the 90’s when each country embarked on economic reforms towards a free market. With an increasing presence of the large international research chains, the market research industry in Latin America shares many of the same...

Catalogue: Research World 2002

Author: ESOMAR B.V.

March 1, 2002

Bottom finishing in Latin America

This paper suggests how wireless providers can profit by serving traditionally under-served market segments in Latin America. It discusses how traditional strategies for targeting upmarket consumers may not be optimal for new entrants, given the...

Catalogue: Latin America 2001

Authors: Tim Sweeney, Donna Russell Arguedas

May 1, 2001

How to capitalize from the new e-conomy in Latin America

The paper presents new data from the four main Latin American economies (Argentina, Brazil, Colombia, Mexico) on what people really feel about the Internet, how they use it, and their motivations and concerns. It describes the defining...

Catalogue: Latin America 2001

Authors: Rosi Ware, Michelle de Montigny

Company: KANTAR TNS Malaysia

May 1, 2001

How to make innovations work in developing economies

This paper discusses the imperatives to make innovations work in developing economies. Adapting the product to suit local needs and conditions is a necessary but not sufficient condition for success. The entire offer and the delivery systems have to...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: N. S. Muthukumaran

September 1, 1999