Resources Library by ANA

Does your brand hit the consumers' hot buttons?

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations.We believe there are a set of universal needs that brands can effectively use to really hit the 'hot buttons'...

Catalogue: Asia Pacific 2004

Authors: Nic Hall, Gilbert K.W. Lee

March 28, 2004

Life beyond the focus group

Globally, clients and stakeholders such as advertising agencies are looking for richer insights which they can use to differentiate their brand. Semiotics is an area that can appear to offer rich possibilities.Like psychology, this area is of vital...

Catalogue: Asia Pacific 2004

Author: Lee Ryan

Company: KANTAR TNS Malaysia

March 28, 2004

Lifestyle segmentation of the Chinese consumer

Although lifestyle research is abundant in western countries, similar research is absent in China due to historical reasons. More recently researchers and organizations have begun to pay attention to the differentiation of Chinese consumers.Based on...

Catalogue: Asia Pacific 2004

Author: Forest Ma

March 28, 2004

Product launch decision testing and demand forecasting using virtual store shelves

Along with customer probes, simulated shelf testing is a method of launch decision testing for new products. It is an excellent method from the standpoint of measuring the relative power of a new product vis-a-vis competing products, and its...

Catalogue: Asia Pacific 2004

Author: Ayumi Higaki

Company: INTAGE HOLDINGS Inc.

March 28, 2004

The impact of low birth rates towards the life stage segmentation model in CRM

The Life Stage segmentation model has been widely used in the area of analytical CRM and target marketing. The model is based on the use of customer demographics data and classifies a business organization's customer database into Life stage...

Catalogue: Asia Pacific 2004

Authors: Andy Kung, Ivy Cheung, Mayer Lam

Company: Ipsos MRBI

March 28, 2004

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

You can't average Asia

This paper explores the globalization of advertising debate with particular focus on Asia. It presents analyses of responses to advertising across the Asian Markets which shows how widely the responses vary.The data also looks at the impact of gender...

Catalogue: Asia Pacific 2004

Author: Georgia Phillips

Company: Add+Impact International

March 28, 2004

Disease, terror, fraud and recession

Much has been written in Asia over the past year on SARS and the effect it has had, amongst other things, on consumer behaviour. Crises and disasters occur on a regular basis all over the globe - but was SARS special or just one of a series of...

Catalogue: Asia Pacific 2004

Authors: Fung Shing Kwong, Lisa Lee, David McCallum

Company: Nielsen

March 28, 2004

Understanding and optimizing communications and the 'look'

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is to establish a 'co-creation' process whereby the...

Catalogue: Asia Pacific 2004

Authors: Barbara Itty, Howard R. Moskowitz, Alex Gofman, Madhu Manchaiah, Jonathan Marcus

Companies: MasterCard, Moskowitz Jacobs Inc.

March 28, 2004