Resources Library by ANA

Managing the Competitive Customer Relationship™

Competition is the theme of every market. Taking customer relationships out of the context of market competition can be compared to the ancient Chinese idiom of inventing a cart behind a closed door.This paper defines a brand new concept of customer...

Catalogue: Asia Pacific 2004

Authors: Chongdao Ren, Danny Yang, Jianmin Yuan, Tj Tang

March 28, 2004

What customer information do category managers need?

Processing the right customer information is fundamental for category managers to become more market oriented. Information supply has to respect individual knowledge to support effective information processing and to avoid information overload. This...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003

Authors: Martin Einhorn, Randy Drenth, Thomas Rudolph

October 26, 2003

How corporate reputation measurement can be a part of every CEO's KPIs

This paper focuses on an integrated and holistic approach to reputation measurement within the National Australia Bank (NAB) - one of Australia's largest commercial banks. This approach has incorporated a number of key studies to deliver...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: John Marinopoulos, Wesley Hill

September 14, 2003

Defining the gold standard for user centric global online audience measurement

This paper addresses the definition of 'Gold Standard' for a very specific research field - user centric audience measurement, and in particular the sampling methodology for audience measurement.

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

Author: Richard W. Goosey

June 20, 2003

Real profile

When faced with a market need for cost-effective data analogous to user-centric panel-based audience measurement, the Polish market developed the 'Real Profile' methodology. The methodology combines the use of declarative pop-up surveys and...

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

Authors: Christopher Modzelewski, Tomasz Cisek, Piotr Ejdys

June 20, 2003

Knowing the consumer through the eyes of others

This paper addresses the Two-Way Mirror method for its application in qualitative market research as a manner to approach the consumer's understanding through the consumer himself. This helps detect feelings, motivations and insights directly...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Alicia Martín del Campo, Mónica García

Companies: Qualimerc S.C., Unilever

March 30, 2003

Development of a new brand concept

Consumer insight is a hot topic in the marketing community. What is the precise definition of consumer insight and how can a brand profit from in-depth knowledge and understanding of consumer's consumption style? This paper aims to provide an insight...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Ronald Renkema, Carlos Zwikker

Company: Diageo

March 30, 2003

Integrating decision making and marketing intelligence

The marketing research industry is facing several challenges stemming from the changing business climate and the emergence of new actors.Unless a paradigmatic shift occurs, marketing research information is only one of numerous information sources...

Catalogue: ESOMAR Technovate Conference 2003

Authors: Emre Erdogan, Selim Oktar

January 26, 2003

From holistic marketing to holistic customers

This paper shows how two quite disparate banks in culture and outlook - Natwest Bank and the Royal Bank of Scotland - came together and evolved a comprehensive CRM strategy. In doing so it will demonstrate why it is necessary to marry the top-down...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Roger Donbavand, Maryan Broadbent

March 17, 2002