Resources Library by ANA

LAMDA

Customers are increasingly demanding, and successful companies need to design and introduce new ways to offer customer value. However, the process is not complete until they design control systems, provide a support decision tool able to identify and...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Núria Agell, Lluis Martinez-Ribes, Mònica Casabayó, Juan Carlos Aguado

September 23, 2001

How SONOS understands drivers of NPS by using AI better, faster, cheaper

Text data is an untapped goldmine: By using text categorizations, AI can predict NPS better than with closed questions. NLP analytics had been used for auto-coding with great precision. Results shaped SONOS' product development strategy.

Catalogue: Congress 2018

Authors: Frank Buckler, Dennis Brosnan

September 23, 2018

Brand loyalty patterns in different product areas

In the present paper, a behavioural measure is used to describe loyalty in different product areas. The measures derive from a large study comprising more than 600 branded consumer goods, for which information about purchasing, place of purchase,...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Hugo Tranberg, Flemming Hansen

June 15, 1985

Revue Française du Marketing (Octobre 2014)

Les banques, comme les autres entreprises, sont confrontées au défi de lafidélisation. Pour des raisons de coût bien évidemment, la fidélisation d'un client estmoins onéreuse que la conquête d'un nouveau client ou la...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

October 1, 2014

Qualitative research on animatics for Oxo advertising

The 'Only Oxo Does It' campaign has run on TV sinceFebruary 1978.Although. this current campaign appears to beperforming well, there is obviously a need forlonger-term development in order to refresh theOxo proposition. As far as the TV campaign...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 1, 1979

Measuring differing tasks in competitive advertising

The main object of this paper is to consider a number of different criteria which can apply when one is attempting to measure advertisements in terms of their effectiveness, and different ways of analysing data in terms of these criteria. In...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Gerald de Groot

June 1, 1966

New ways with old money

In this paper, we look at the contrast between the financial position of the over-50s in Britain, and the position of the younger generation. In spite of almost universal reports of economic recession, and shortage of money to spend on consumer...

Catalogue: Seminar 1991: The Over 50's In The 90's

Authors: Douglas Kerr, Brendan Llewellyn

June 15, 1991

Tv show loyalty in Finland

The success of a television show can be described with the same concepts as the success of a brand of a product. Cumulative penetration applies to both, share of repeat- buyers equals to the share of repeat-viewers , brand loyalty to programme...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Author: Heikki J. Kasari

March 1, 1979

Marketing at the Opera

In 1988 De Nederiandse Opera initiated a marketing strategy. The first action that was undertaken was a large scale marketing investigation among our audience. We had a number of reasons for this investigation. Most important was that we felt we had...

Catalogue: Seminar 1990: Research And Marketing For The Arts

Authors: Truze M. Lodder, Jozsi Toth

Company: Motivaction International B.V.

June 15, 1990