Resources Library by ANA

Jack in the tiffin box

Mothers struggle every morning to fill their childrens' lunchboxes (tiffins) with items that are nourishing, satiating, healthy and actually get eaten. However, the child wants to be surprised with interesting foods that can even make his friends...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Subhransu Rout, Sangeeta Gupta, Farheen Romani

November 28, 2004

Using latent class mixture models to develop tomorrow's winning products today

Identifying unmet customer needs is critical for developing breakthrough new products and services. This paper discusses why current market research techniques, especially focus groups and one-on-one interviews, are incapable of identifying unmet...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Author: Albert Fitzgerald

November 7, 2004

Conjoint measurement and real options

The authors argue that a combination of conjoint analysis and real option valuation can improve the forecasts of a new product's success. The paper explores the importance of finding a crucial link between marketing and finance in product...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Marek Dietl, Radoslaw Rejman

October 10, 2004

In retrospect... Lessons learned

This paper provides the first results of a study aimed at identifying and quantifying if and how market research is adding value to the business process and to the bottom line.By now the study has become an ongoing process to identify how market...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Author: Dirk Huisman

September 19, 2004

Can audiences of new or existing programmes be predicted reliably?

Programme Ratings, both actual and forecasted, are the trading currency of the TV industry and therefore the key piece of information that any operator involved in the TV business is mostly interested in analysing.This paper describes the work that...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: Andrea Armellini, Cesare Malara, Sacha Monotti

June 18, 2004

Gargling with Pepsi

The marketing opportunities available to the advertising and media industry have increased greatly over the past decade. Whilst we are able to measure the effect of traditional communication channels relatively well, what do we really know about the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: Atul Phadnis, Julie Petersen

June 18, 2004

Grasping the ungraspable

Supporting local businesses to become highly competitive is a major issue for many governments. Within this context the Flemish Minister of Economy ordered a study to examine the effects of product development and design implementation on business...

Catalogue: ESOMAR Public Sector Social Research 2004

Authors: Gino De Vooght, Marjan Desmedt, Jeroen Bloemen, Yves Van Handenhove, Ben Decock

May 9, 2004

Asking consumers what they want when they don't know the answer

This paper argues that new product development research requires a very different approach where the technology being tested involves a change in mindset. It uses the example of a concept test for a new form of mobile instant messaging.

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Author: Ben Lovejoy

Company: KANTAR TNS Malaysia

April 18, 2004

How to make good dough

Unilever Bestfoods (UBF) is vitally aware of the general trends that affect consumers' lives. The way consumers work and spend their free time, their use of media, attitudes and opinions are constantly evolving. As a result, their needs and product...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Sinéad Twomey, Pia de Wit

Companies: Unilever, SKIM

April 18, 2004