Resources Library by ANA

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

Using research to improve global marketing

The paper describes how research was used to assist in the development of a relationship marketing programme designed to increase brand awareness and to position British Telecommunications and its family of alliances as a global telecommunications...

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

Authors: Jill Seabrooke, David Spilsbury

June 15, 1998

Music in advertising

This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works ‘episodically’ to...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Alan Branthwaite, Rosi Ware

Company: KANTAR TNS Malaysia

September 1, 1997

The success story of Amelia

This essay is about the strategic thinking, intuitive feelings and analytical work behind the launch of one of Sweden’s most successful weekly magazines. It describes in steps the combination of factors which led to Amelia’s success. In...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Naomi Seid

June 15, 1997

Ad tracking in India

This paper traces the evolution of Advertising Tracking in India over the previous thirteen years or so. This evolution has been segregated into three stages: origin: characterized by pre and post-testing growth: characterized by quasi-continuous...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Kalika Tripathi

November 1, 1996

Hair and cosmetic products in the Japanese market

The objective of this paper is to bring to the fore the type of research required to launch specific cosmetic and hair products in a culture which is difficult to define, such as the Japanese culture, in order to respond precisely to consumer...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Catherine Becker

Company: SORGEM IMR

November 1, 1996

Beyond customer satisfaction

This paper outlines the development of a customer loyalty programme for the residential customers of the major supplier of telecommunications services in New Zealand. The paper considers the business environment and context that prompted the...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Kate Waterhouse, Malcolm Law

June 15, 1996

Diagnostic and predictive advertising pre-testing

The paper starts with examining the needs of marketing and advertising practitioners in the region from advertising pre-testing. This is done through in-depth interviews conducted by the author with a few leading professionals in the advertising...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Ravi Miglani

March 1, 1996