Resources Library by ANA

Analytics count

Companies today are acutely aware of the tremendous benefits associated with understanding customers. Many have embraced customer relationship management (CRM) to achieve this understanding. Thus, companies have invested in customer-facing software...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Arthur O'Connor, Annie Pettit

March 17, 2002

Research for innovations and innovation management

The first part of this paper focusses on the process in which ideas for innovative products and services are found. The process of developing a product that can be sold from the customer's idea of what will be needed in the future and the...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Gert Autz, Peter Huijbers

September 1, 1999

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

Company market research departments

At this time of recession, it is more common to hear of reductions than of expansion in company research departments. It seemed an appropriate time to conduct a quantitative study among major European companies to discover whether this is a general...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Margaret Holmes

September 1, 1994

Stealing brand equity' measuring perceptual confusion between national brands and copycat own-label products

In all countries, distributors' brands have been facing the same problem : how to change consumers' perceptions, without advertising, from inferior imitations of national brands to quality alternatives. To do so the packaging is the main media : one...

Catalogue: Seminar 1994: Building Successful Brands

Author: Jean-Nöel Kapferer

June 15, 1994

Structuring the marketing

This paper describes the exploratory part of a larger study on management of innovation, focussing especially on the interface between marketing and R&D (Research and Development). Marketing and R&D produce two critical flows of knowledge that have...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Mark Leenders, Felix Janszen, Berend Wierenga

June 1, 1994

Using the market to help the product team in the development process

The market research group within Strategic Product Development in SmithKline Beecham Pharmaceuticals embarked on concept evaluation of a new drug, then in early clinical development. In a workshop context, bringing together the whole project team of...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Richard Murgatroyd, Marion Schoenfeld

Company: GSK

June 1, 1994

On the scent of a mystery

A partial exploration of some of the biological and psychological dimensions of odour is undertaken herein. Metaphor often reveals cultural viewpoints in regard to the senses, and smell - both positive and negative - is frequently characterised...

Catalogue: Seminar 1993: Consumer Research In Fragrance Business

Author: Joseph A. Precker

June 15, 1993

Crop protection and agriculture in the year 2010

In the past "customers" of market research were above all Product Management and Board Members. Lately there has been an increasing demand by R&D. Due to increasing research costs, R&D is facing higher pressure for success. This is why there is an...

Catalogue: Seminar 1992: European Agriculture In Transition

Author: Angelika Adner

June 15, 1992