Resources Library by ANA

The Holy Grail

This paper describes a strategic market research investigation conducted throughout Latin America. The primary objectives of this investigation focused on segmenting the television viewing audience; determining viewer loyalty and brand equity toward...

Catalogue: Latin America 2002

Authors: Jesus Rodriguez, Cary J. Nadel

May 12, 2002

Travelpass

Travelpass is a customer loyalty programme developed in Argentina and based on a cobranding card integrated by four main shareholders companies: Shell, Banco de Galicia, Telecom and Supermercados Norte, and other twelve companies among different...

Catalogue: Latin America 2002

Author: María del Rosario Bruera

May 12, 2002

From customer research to CRM

Understanding the customer and the type of relationship customers wish to have is key to CRM. This means not only customer profiling and knowledge of customer behaviour but also insight into customer motivations and attitudes. Through effective...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Farrokh Suntook, Chris Brooke

March 17, 2002

Market research

This paper offers a simple model to aid exploration of the role of market research in the interface of CRM strategy and the brand. The paper considers what is understood by 'a CRM strategy', followed by a brief review of current thinking about...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Peter Cooper, Susan Baker

Company: QRi Consulting Ltd.

March 17, 2002

Sense to sensuality

This paper reveals the "Holy Grail" of accurate forecasting and maximising brand positioning. The research, including the vehicle clinic, focus groups, brand image research (BVI®), forecasting model, and name testing, are described. The paper...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Carrin Merkel, Jeanette Deetlefs

March 4, 2002

Global market research in the Internet age

The rapid pace of globalization is placing extreme demands on market researchers. Enabling technologies exist to permit market researchers to deliver breakthrough capabilities in terms of understanding customers and consumers while delivering...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Raymond C. Petit, Robert W. Monster

February 3, 2002

Research for the bottom line

Collaborative and ongoing work between The Dow Chemical Company and Total Research Corporation over a number of years has explored how organisations who measure customer perceptions can convert this information into influencing how customers...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Farrokh Suntook, David Gidney, Joan Fredericks, Tim Rey

September 23, 2001

Knowing the future

Using data collected in the springs of 1999 and 2000 from a standardized survey of over 18,000 respondents across the United States, a prospective model of health plan customer loyalty was developed. The model was based on a combination of...

Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics

Author: James Bologna

April 1, 2001

Targeting customers

Commerce players have a compelling economic incentive to retain customers, because it is more expensive to acquire new customers than it is to retain existing ones. While companies have used a multitude of tactics to foster loyal relationships,...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Author: Phil Dwyer

September 1, 2000