Resources Library by ANA

Brand stretching

The subject of brand extensions is looked at and, in particular, the idea of 'brand stretching', in order to answer the question, "How far can a mother brand stretch, by extending itself within and across brand categories and sub-categories?" The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Yaman Akalin, Peter Sampson

Company: Burke, Inc.

September 1, 1996

Managing participants' motivation

This article deals with the difficulties a researcher faces when attempting to set up a consumer panel in an emerging nation. Besides explaining panel origin, characteristics and methodology, the purchasing behaviour of 117 homes in the VII Region of...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Jorge Zamora

September 1, 1996

The interactive concept test

This paper describes a new method for investigating consumer preferences for product design, the Interactive Concept Test. In this test, respondents specify their own, preferred design by interactively adjusting the attribute levels of a randomly...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Mia Stokmans, Gerard Loosschilder

September 1, 1996

Will this kill that?

Will new on-line media - particularly Internet-based ones - forever change the way we communicate? Will they forever change commercial communications such as advertising? Who will benefit, who will loose? How may marketing and research be affected?...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Philippe Boutié

September 1, 1996

Brand proliferation and consumer purchasing

This paper focuses on how consumers and fast moving consumer good markets are changing in Western Europe and North America. We examine the impact of brand proliferation on category purchase dynamics, assess the durability of consumer interest in new...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Muriel Lecomte, Joseph Willke

Company: Nielsen

September 1, 1996

Improving quality of life

This study explores both how satisfied people are with the various aspects of their lives, and also how important each thing is in determining overall quality of life. Using a model drawn from customer satisfaction research, we have examined 125...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Thomas A.W. Miller

September 1, 1996

Of course I'm concerned, but...

This case study gives an example of how market research can be used as an integral part of the development of a marketing programme to explore and enter markets in which there is no prior knowledge or expertise. The same research techniques across...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Julia Gartside

September 1, 1996

Turning swords into plough shares

Category Management is essentially a partnership between retailers and suppliers, leading to the manufacturer driving a category through the retailer's stores rather than an individual brand. Manufacturers share information with retailers to help...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Danielle Pinnington, Maureen Johnson

September 1, 1996

From passivity to interaction?

The paper raises questions about the adequacy of conventional qualitative research techniques for the future. A change in orientation and practice is needed if we are to develop a meaningful understanding of consumer responses to the advanced brand...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Christine Restall, Richard Auton

September 1, 1996