Resources Library by ANA

Market research for a new car concept

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange

Company: BMW Group

March 30, 2003

Turning existing technologies into new products

The paper presents a unique four-phased research approach for utilizing consumer insights to help determine how existing technologies can be transformed into new product offerings. Designers of technologies are often locked into perceiving their...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Boaz Mourad, Ilana Drucker, Stacey Matthias, Jason Zolov

Company: Insight Research Group Ltd.

March 30, 2003

Evaluating new fragrances in a new way

Nowadays it is becoming more and more difficult to develop new fragrances outdoing existing ones in terms of consumer acceptance. Developing testing methods able to identify opportunities for successful new fragrances appears as an essential...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Stan Knoops, Anne Michaut

Company: International Flavors & Fragrances (IFF)

March 16, 2003

Colour and fragrance

This paper is based on a study which set out to establish the optimal colour and fragrance mix for a portfolio of male deodorant fragrances and to identify fragrance opportunities. The aim was to enroll consumers to understand appeal of fragrances as...

Catalogue: ESOMAR Fragrance Research Conference 2003

Author: Karen Stanton

Company: Colmar Brunton

March 16, 2003

Asking smarter questions

This paper reviews those processes that were particularly successful in developing a broader strategic role for research in product design. Along the way, the authors succeeded in getting more from respondents, which resulted in more meaningful...

Catalogue: ESOMAR Fragrance Research Conference 2003

Author: Philip Wolf

March 16, 2003

Beyond media plans

The traditional 'rules' of marketing are undergoing serious re-examination as companies seek new ways to build strong brands in the post mass-media era. There is an urgent need to answer the core questions of which contacts to use, and how to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Hans Ulrich Krause, Oscar Jamhouri

Company: Procter & Gamble

September 22, 2002

Strategic market segmentation

Previous work by Maclennan and Mackenzie indicated that while top executives in the pharmaceutical industry often advocate being market oriented and customer focused, few companies (large or small) use market segmentation to its maximum potential....

Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics

Authors: David Mackenzie, Cathy Clerinx

April 1, 2001

Modern Asian everyday lives

Advancing technology, global competition, fragmented and demanding markets, the internet, and the growing power of consumers are major forces, placing intense pressures upon local and global management to understand and better meet the needs of...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Authors: Peter Cooper, Jocelyn Pinijarom, Siamack Salari

Company: QRi Consulting Ltd.

November 1, 2000

Understanding the prescribing decision

By understanding the role that patient factors play in the prescribing decision, pharmaceutical marketers will be better able to understand the behavior of their customers and in turn be better able to market their products to their...

Catalogue: ESOMAR Global Healthcare 2002

Author: David A. Luery

Company: KANTAR TNS Malaysia

June 15, 2000