Resources Library by ANA

Why we have to change the language of market research

Market research is caught in a historic language trap. Our perceived discourse is 'scientific' and 'rational', at a time when clients are looking for 'insight' and 'creativity'. We will not finally shed our image until we break our codes, change our...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Monty Alexander, Virginia Valentine

September 22, 2002

From brief-taker to business catalyst

This paper highlights inefficiencies in the current market research process and illustrates, through live case study example, the benefits of adopting a new approach to better leverage the skills of our industry and the value it contributes to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Robyn Wunder, Kristin Hickey

Company: The Leading Edge

September 22, 2002

Advances in category management research

In this paper the genesis of category management and the research techniques that have been applied against this area are considered. We generally find a disconnect between the application of findings from traditional research to category management...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Bill Bean, Stephen P. Needel

Company: PepsiCo

September 22, 2002

Market Research in North America

This paper provides an estimation of market research spending in North America for 1999 - 2002 and a projection for 2006; an overview of the region's main characteristics; identifies major market research trends affecting the region 2002-2006;...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Laurence N. Gold

September 22, 2002

From the horse's mouth

Over the last ten years the amount of information that consumers receive each day has increased. Consumers are more sophisticated and acknowledge advertising but remain highly averse to irrelevant messages. Marketing, however, has hardly changed. How...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Sid Simmons, Danielle Pinnington

Company: Incite Marketing Planning

September 22, 2002

Market turnover

This paper provides an estimation of the market turnover for the market research industry in Asia and a forecast for GDP growth and market research industry growth for 2002 - 2006. In additional trends that may affect the economy in Asia are...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: John Smurthwaite

Company: KANTAR TNS Malaysia

September 22, 2002

Can CRM work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Sungmi Chung, Mike Sherman

Company: McKinsey & Company

March 17, 2002

No successful CRM without MRC

The essence of analytical CRM consists in learning from past customer interactions to improve future actions. The data that is collected can be later analysed to illustrate all important aspects of the customer interaction process. In the past, most...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Author: Thomas Liehr

Company: KANTAR TNS Malaysia

March 17, 2002

Global market research in the Internet age

The rapid pace of globalization is placing extreme demands on market researchers. Enabling technologies exist to permit market researchers to deliver breakthrough capabilities in terms of understanding customers and consumers while delivering...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Raymond C. Petit, Robert W. Monster

February 3, 2002