Resources Library by ANA

What's a nice insight like you doing in a concept like this?

Great consumer insights can inspire powerful product ideas, which in turn should be transformed into winning concepts. And yet, as marketers increase their expertise at uncovering insights and truly understanding their consumers' needs, there is a...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Lee Markowitz, Barbara Garau, Lourdes Alvarez-Chavarria

Company: Ipsos MRBI

September 13, 2012

Ready, fire... aim

This paper argues that semiotic and cultural analysis is the best and quickest way to first assess what is going on in any marketplace, before embarking on any other kind of developmental consumer research. It shows why this form of investigation is...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Author: Monty Alexander

September 23, 2001

Value partners

A group of Volksbanks and Raiffeisen banks in Friesland, which cooperate under the name of “Friesland's Bank” and are situated in the north-west of the Federal Republic of Germany to the north-west of Bremen, have together with the author...

Catalogue: ESOMAR Congress 1989

Author: Wolfgang Hesse

August 15, 1989

The diversification of Boehringer Ingelheim, Ltd. through the launch of Dixarit in the United Kingdom

The paper traces the steps that were taken in the formulation of the marketing strategy of Dixarit, a new product for the prophylactic treatment of migraine. It describes the planned research programme, the development of promotional concepts, their...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields

Authors: John Bames, Roger Goldsmith

June 1, 1973