Resources Library by ANA

Towards a new paradigm

This paper describes the use of easy, fast, cost-effective research that an automobile dealership network can use on a regular basis to obtain knowledge from the consumer that will help ongoing marketing programs. The approach uses segmentation based...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Howard R. Moskowitz, Philip Moore

Company: Moskowitz Jacobs Inc.

March 4, 2002

Semiotics and Internet communications

This paper examines the potential of social and behavioural sciences, and semiotics, in particular, to contribute to the further study and development of optimal Internet communications. Several case studies of...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Catherine Bitoun, Christiane Legris-Desportes

February 3, 2002

One size fit all

The paper describes the international validation of a heuristic model for pre-testing TV commercials. The validation is based on the model’s internal measures rather than external comparisons such as pre- and post-test validations. The model...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Author: Chuck E. Young

September 23, 2001

Talking is understanding

This paper describes how Gallup A/S and Mobilix A/S the telecom company planned a testing procedure for a rather unusual ad campaign. The authors explain how Gallup and Mobilix managed to devise a model for testing various kinds of different prints...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Henrik J. Hansen, Claus Wilki, Lone Willumsen

September 1, 1999

Simulate to create a winner

In this paper a model to measure the impact of value creating elements in the product development process is introduced. In the early phases of the product development process the researcher is able to identify which element of the product will add...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Dirk Huisman

Company: SKIM

September 1, 1999

Proving radio works

This paper illustrates the importance of effective radio advertising research and the dangers associated with using inappropriate research methods.. An effective research method is described using case histories to s how how this has successfully...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Authors: Jackie Squires, Andy Carter

June 15, 1999

Using market research in early stages of product development

In April 1999 V1NU Tijdsclirirten (The Netherlands) launched a young women's magazine named One. This launch was preceded by intensive market research. This paper tells the story of the new' magazine and describes the elements of the market research....

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Marielle Luif, Winnie Moltmaker

June 15, 1999

Learning from failures in predicting new design acceptance

In the market under consideration research is not as old as in other markets. A number of companies have not yet given up the practice of judgmental forecasting the market performance of new designs. Therefore we investigated the failures of...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Wulf Schlund

September 1, 1998

Nothing but blue skies

This paper describes a five stage programme to get the best out of innovative new product development research in the telecoms sector. It covers the pitfalls encountered at each stage suggesting solutions based on mistakes made on both client and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Authors: Lisa Hunt, Janine Braier

June 15, 1998