Resources Library by ANA

Migrating consumer research to public policy

This paper presents an approach to sensitive social issues such as terrorism, genetically modified foods, obesity, etc., using state of the art research typically used among consumers: conjoint measurement and segmentation.Rather than relying on...

Catalogue: ESOMAR Public Sector Social Research 2004

Authors: Hollis Ashman, Howard R. Moskowitz, Ira Teich

Company: Moskowitz Jacobs Inc.

May 9, 2004

Consumer choice for over-the-counter drugs and supplements in the health care arena

A framework is presented to understand how consumers respond to eight topics for OTC health care, ranging from simple physical examinations to medicinal shampoo.The objective is to understand how consumers process information about health care, such...

Catalogue: Global Healthcare 2004

Authors: Hollis Ashman, Howard R. Moskowitz, Samuel Rabino, Dorothy Minkus- McKenna, John Himmelstein

Company: Moskowitz Jacobs Inc.

February 22, 2004

Dynamic package design and optimization in the Internet era

This paper presents a systematic approach using conjoint analysis on the Internet to understand how package design factors drive response. The approach differs from conventional methods because the user can create the study, import the necessary...

Catalogue: ESOMAR Conference 2004: Technovate 2

Authors: Rachel Katz, Howard R. Moskowitz, Alex Gofman, Zhenyu Ma, Madhu Manchaiah

Company: Moskowitz Jacobs Inc.

February 1, 2004

Silence behind the mirror

These two presenters are probably among those very few who can allow themselves to converse openly about the efficacy of using research and, in particular, qualitative research by clients. The reason is the 12-year-old unbroken partnership of the two...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Marta Hoffmann, Gábor Lajtos

Companies: Unilever, KANTAR TNS Malaysia

November 5, 2003

The pursuit of luxury - bling-bling VS. savoir faire

Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes. This paper aims to outline how a bricolage approach using creative methodologies can help understand these changing dynamics, and how...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Steve Hales, Alexander Maule

Company: Ipsos MRBI

November 5, 2003

Can you be half-pregnant?

The concept that there are two types of data (qual and quant) does not necessarily mean that there are only two approaches to research (qual and quant): a blended approach called 'quanti-qual' can also be employed to help a researcher more fully...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Author: Michael Mayernik

November 5, 2003

Data to decision

This paper provides a new way to approach the building of systems to help channel planning. By channel planning, the authors mean the combination of media options that are used to satisfy a communication task. This combination should reflect not just...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Peter Kloprogge, Tim Foley

June 18, 2003

Learning more about planning for marketing efficiency

Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and planning decisions. The paper outlines a proposal which...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Author: Alan Smith

June 18, 2003

Real cross media intelligence for real cross media planning

Arbitron's Portable People Meter (PPM) results provide 'real' cross-media duplication between radio and television. PPM differs from present currency-based estimation of random duplication between independent sources for local-market radio and...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Roberta M. McConochie, Beth Uyenco

Companies: Nielsen, OMD Group

June 18, 2003