Resources Library by ANA

Data mining for brand building

This paper demonstrates the potential power of data mining modem single-source consumer databases. The use of a database containing information collected from young people in several European countries to provide much of the insight usually obtained...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Rosemary Ford, Adam Phillips, Andrea Mezzasalma

Company: GfK

September 1, 1998

Summary of the ESOMAR guideline on interviewing minors

A considerable amount of market research is carried out among minors (respondents aged under 18 years) for both commercial and sociological purposes. This is a legitimate and valuable form of research but, as the ICC/ESOMAR International Code of...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: ESOMAR B.V.

September 1, 1998

The new generasians™

Youth-focused research studies of the past have been less than comprehensive in their coverage of the Asia Pacific region. It has been left to marketers and advertisers to decide whether the findings of North American or European studies can be...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Authors: Anthony Dobson, Duncan Morris

Company: Nielsen

June 15, 1998

Asian youth and implications for marketing strategies

This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using survey results obtained from 1995 to 1997. Asian youth...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Authors: Mariko Yasue, Gu Xiang Wen

Company: Dentsu Macromill Insight

June 15, 1998

Polo Jeans Company

The Polo Jeans Company is a new division of Polo Ralph Lauren with a line-up of jeans and casual wear designed to attract the youth market. First launched in the United States in 1996 the Polo Jeans Company was introduced to the Canadian market at...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Melinda Head, Bénédicte Cohen, Stanley Marcovici

Company: Head Research Inc.

October 22, 1997

How to advertise effectively to children and youth?

The youth market is a complex market with many divisions, many apparent contradictions and many ambiguities. It is also a rapidly changing market but high-tech state of the art products coexist alongside very traditional products. A parallel can be...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Glen Smith

October 22, 1997

Complacency kills

This paper looks at the role of forward-looking trend research and analysis in helping to protect the cool equity and youth credibility of the Levi’s ® brand. From the start point of qualitative research, it examines the importance of...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Kirsty Fuller, Flemming From Thygesen

Companies: Flamingo, Levi Strauss & Co.

October 22, 1997

Media reality of kids

This paper discusses findings of the most extensive research on the media usage of kids aged from 8 to 15 years ever carried out in Germany. To provide as complete a picture as possible, media usage habits were studied in a 1600 case representative...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Brigitte Melzer-Lena, Olaf Hansen, Christoph Blum, Axel Dammler

Company: iconkids & youth international research GmbH

October 22, 1997

Learning brands

The process of brand learning begins when children are very young. Brand recognition is the first step in a hierarchy that may lead ultimately to purchase. What children are exposed to in the marketplace as they grow and learn may play an important...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Robert G. Wyckham, Colleen Collins-Dodd

October 22, 1997