Resources Library by ANA

Talking is understanding

This paper describes how Gallup A/S and Mobilix A/S the telecom company planned a testing procedure for a rather unusual ad campaign. The authors explain how Gallup and Mobilix managed to devise a model for testing various kinds of different prints...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Henrik J. Hansen, Claus Wilki, Lone Willumsen

September 1, 1999

Using customer opinions to improve operations of a multinational company

This case history from a successful manufacturing company shows how basic corporate principles and culture are carried into and depend on survey research. The paper describes how qualitative and quantitative measures from face-to-face interviews...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Stephen Connell, Kurt Engelvuori

September 1, 1999

Facing the future

This authors of this paper argue that brand leadership is not about reacting but about anticipating and taking risks. The imperative for change and innovation is particularly evident when national brands embrace the challenge to become global...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Richard Pike

September 1, 1999

The dimensions of attractiveness in women's magazines

The paper describes a comprehensive analysis into images of female attractiveness that have been used in women's magazines. The research reveals that there are six different attractiveness types and each type is Perceived to have substantially...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Ada Giaquinto, Michael Edwardson, Kip Williams, Ladd Wheeler

June 15, 1999

Creating competitive intellectual capital

As organizations evolve from multi-domestic to transnational they need to develop new ways of obtaining sharing and acting upon marketing information. The technological advances that led to the ‘marketing information revolution’ now...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Hans-Willi Schroiff

September 1, 1998

Marketing to men in the millennium

This paper deals with the issues and questions of foreseeing the future and forecasting men's behaviour and attitudes. Specifically it presents the way we can use the input of the latest global RIO (Research International Observer) project to...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Panos Assiotis, David Jones

September 1, 1998

Consumer panels

This paper describes how switching data obtained from consumer panels can be used to understand differences in market dynamics across markets and the implication of this on brand strategy. It also attempts to identify the reason that leads to the...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Arup Bose

June 15, 1998

Why are some local brands more successful than any other brand?

Branding is an inevitable reality of marketing personnel and increasingly more brands are created to be viable in an international context. When crossing borders a question remains: whether to promote international image or to act local. The current...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Authors: Aivar Voog, Ulle Parnoja

Company: KANTAR TNS Malaysia

June 15, 1998

A new star is born

The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things the survey of the research methods looks into project car clinics the...

Catalogue: International Automotive Marketing Conference 1998

Authors: Siegfried Högl, Karsten J. Hennig

Company: GfK

June 15, 1998