Resources Library by ANA

Exploring markets with agent-based computer simulations

Do we always need to interview human beings in the flesh or can we get reliable information by observing thousands of I-individuals who are pre-programmed to follow the same utility function as their human counterparts? Where is the frontier? ...

Catalogue: Congress 2008: Frontiers

Authors: David Perroud, Roger A. Parker

September 26, 2008

Reaching through the crystal ball

What will society look like in 2015 and what can a product and service provider do now to prepare for such an unknown place?  These are the twin challenges that this paper seeks to address. Developing scenarios and futures processes (looking...

Catalogue: Congress 2008: Frontiers

Authors: David Palmer, Paul Stamper

Company: KANTAR TNS Malaysia

September 26, 2008

Marketing research in 2038

In the year 2038, ESOMAR's newly-formed Committee for Industry Standards devised the ultimate plan. They would reshape the Future by changing the Past. The plan called for someone - or rather something - that felt no pity. No pain. No fear. Something...

Catalogue: Congress 2008: Frontiers

Author: Teddy Langschmidt

September 26, 2008

Measuring responsiveness from a 360° angle

Imagine being able to target advertising to consumers who are responsive to advertising. Imagine being able to exclude from the media plan those consumers who are not responsive to advertising, because they may be more price sensitive, or sensitive...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Author: Joan Fitzgerald

Company: Nielsen

June 1, 2008

Fast moving consumer and OTC products

Different Strokes for Different Folks on the Road to OTC Marketing Effectiveness: Consumers shop for OTC products differently to how they buy their groceries. Advertising effectiveness, the relevance of shelf-based awareness, consumer ?buzz? and the...

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Clémentine Fischer, Robert Buckeldee, Erik Maasen

Company: Nielsen

February 6, 2008

The power of communication

The Italian OTC drugs market is evolving. The last significant change occurred about two years ago with the so-called 'Bersani Decree' which ratified the exit of the OTCs from the pharmacy, giving consumers the chance to buy over-the-counter drugs...

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Elena Anfosso, Giuliano Meroni

Company: Novartis

February 6, 2008

Socio-semiotics

Consumer culture is a complex phenomenon of visual representations and the politics of visibility. Products have become markers of social distinction and form a distinctive part of people's lives. Brands are partners in achieving social goals...

Catalogue: Qualitative 2006

Author: Inka Crosswaite

Company: Added Value

October 8, 2006

Predicting the future principles for forecasting almost anything

Market researchers should reapply principles and practices from other domains in order to address the many challenges they face in their own businesses.This paper illustrates the diverse range of forecasting practices in use across a broad range of...

Catalogue: Congress 2006: Foresight

Authors: Omar Mahmoud, Vinay Ahuja

Company: Procter & Gamble

September 17, 2006

Research World (September 2006)

Projections about future developments, delivering expectations, indicating trends and making predictions, are activities that do attract attention. And of course, carefully formed opinions about what will happen in the future are indispensable to the...

Catalogue: Research World 2006

Author: ESOMAR B.V.

September 1, 2006