Resources Library by ANA

Of course I'm concerned, but...

This case study gives an example of how market research can be used as an integral part of the development of a marketing programme to explore and enter markets in which there is no prior knowledge or expertise. The same research techniques across...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Julia Gartside

September 1, 1996

New product development

This article is offered as a guide to clarify both the theoretical and pragmatic questions that are sometimes raised about new product development. The paper is divided into two parts. The first part asserts the advertising agency's planning function...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Axel Schmidt, Marc Sasserath

September 1, 1996

Marketing for new technologies

Information Technologies can be considered as a single market, constituted by many interdependent market areas. It is a multidisciplinary market, more and more complex to understand from a technological point of view but also from a marketing point...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Author: Luc Rouach

Company: MSM

June 15, 1996

Local market qualitative data

This paper presents a new approach to collecting qualitative information (consumer behaviour data) at the local market level, linked directly to media consumption. The STrategic Audience Research system, or STAR initiative for short, involves a...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Owen Charlebois, Mark Rousseau

June 15, 1996

Understanding, measuring and using brand equity

This paper reports on the results of a development program aimed at using survey research data to place a financially related value on the consumer based equity of brand images and associations. We will document the empirically derived theories...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Paul Dyson, Andy Farr, Nigel Hollis

Company: KANTAR TNS Malaysia

June 15, 1996

Financial service, brand realities

This paper examines the challenges and opportunities facing financial service brands against a background of structural insecurity in Europe, and explores the most profitable ways of using total communications. It examines the key consumer or...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance

Author: Jack Paramore

May 1, 1996

Opening markets and opening relationships in market research

In order to develop and implement effective marketing strategies, Western companies entering the East European countries should be well acquainted with the in-depth social and cultural processes that are taking place in these societies and how the...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Simeon Jelev, Kevin Duffey

Company: MAP Marketing Research Ltd.

September 1, 1995

Changing attitudes towards fashion and clothing in Italy

In this paper I will focus on the rise and fall of Italian fashion fascination from a socio- cultural point of view and its consequences in the upper-end market. The first part looks at the socio-cultural background that led to an unprecedented...

Catalogue: ESOMAR Congress 1995: Making The Decision

Author: Simona Segre Reinach

Company: GPF Inspiring Research

September 1, 1995

Expanding markets in Eastern Europe

This paper presents two different case studies involving Western manufacturers and distributors attempting to introduce their products to consumers in Eastern Europe. Each case clearly illustrates how research can be applied to develop and integrate...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Michael Cohen, Jennifer Scott

June 15, 1995