Resources Library by ANA

Cognitive neuroscience, marketing and research

This paper addresses what cognitive neuroscience really means for marketing, assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research. Academic scientist perspectives are combined with marketing research...

Catalogue: Congress 2006: Foresight

Authors: Jane Raymond, Graham Page

September 17, 2006

Maximum difference scaling for a more refined insight in consumer preferences

Maxdiff is claimed to be a promising method, better than classical ranking methods and even proclaimed a 'poor man's conjoint', easy to use and interpret. Can it live up to these promises, or is it actually just another method?The authors applied the...

Catalogue: Innovate 2006

Authors: Maureen Bannik, Frank Berkers

Company: SKIM

May 10, 2006

Putting products in the program

The paper describes a cooperative study between media agencies and a conventional broadcaster to assess and quantify the impact on adding product placement to a program and a product's integration into the program narrative. The study measured...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Paul Street, Mark Husak, Robert Dilworth, Julian Lai

Company: MindShare

June 21, 2005

Up to speed

The paper presents a history of how MasterCard, its member banks and MJI have collaborated in Asia Pacific to identify new business opportunities in credit cards, using conjoint measurement as the basic foundation for generating and qualifying...

Catalogue: Asia Pacific 2005

Authors: Howard R. Moskowitz, Alex Gofman, Zhenyu Ma, Jonathan Marcus

Companies: MasterCard, Moskowitz Jacobs Inc.

March 13, 2005

Cultural differences in consumer decision making

This paper seeks to determine whether research methods developed within a Western conceptual framework can be applied to understanding decision-making among Asian consumers.The authors focus on two methods with theoretical foundations in consumer...

Catalogue: Asia Pacific 2005

Authors: David G. Bakken, Vincent G. Breglio

Company: Harris Interactive (Europe)

March 13, 2005

Steps towards a consumer-driven concept innovation machine for 'ordinary' product categories in their later lifecycle stages

This paper presents a research-driven approach to innovating product features in categories considered to be mature and low involvement.The approach begins with the identification of product features realizable by developers, works with consumers...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Howard R. Moskowitz, Kjell Oksendal, Michele Reisner, Bert Krieger

Company: Moskowitz Jacobs Inc.

February 27, 2005

Co-branding opportunities

Until now insight development in the credit card business has meant using focus groups, and giving a lot of weight to interpretation, especially in light of the investment nature of the card offer.Unfortunately this method offers only directional...

Catalogue: ESOMAR Conference on Financial Services 2005

Author: Howard R. Moskowitz

Companies: MasterCard, Moskowitz Jacobs Inc.

February 1, 2005

Conquering the mountain

This paper highlights the specific benefits and insights gained from the research efforts between Burke, Inc. and Olympus America.Covering a handful of different projects and countless business objectives, the paper provides an analysis of the key...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Sara Heathscott, Trenton Haack

November 28, 2004

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