Resources Library by ANA

Consuming values

The paper focuses on the shifting relationship between consumers and objects of consumption. It suggests that postmodern consumption in which experiential consumption is foregrounded forces us to rethink boundaries between researchers clients and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Rita Denny

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

The impact of consumers' commitment to existing brands on new product launch strategies

Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands. This is one reason why many traditional methods have had to contend with varying degrees of over-claim. This paper has...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: John Rice, Jan Hofmeyr

September 1, 1999

Using market research to enhance corporate innovation

The following paper demonstrate show applied research has been used to assist companies in the identification and design of innovative solutions for developing both vibrant internal cultures and responsive external marketing and communications...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Michael Cohen

September 1, 1999

Development of new products in global markets (Spanish)

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Monica Kleiman, Arnaldo Bär

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

Development of new products in global markets

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Monica Kleiman, Arnaldo Bär

June 15, 1999

Choose change

The TRUE power of knowledge lies in its role of informing and guiding a brand’s future marketing plans. Usually knowledge is retrospective: marketers and advertisers learn from their success as well as mistakes; they seek to project the future...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Maggie Collier, Kirsty Fuller

Company: Flamingo

September 1, 1998

Research in new product development

New products are the lifeblood of marketing. Even the most successful products have a life stage, and so marketing companies are continually looking to develop new products and re-stage existing ones. It is almost universally true that the best...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Authors: Julian R. Bond, Joseph Debacq

September 1, 1998