Resources Library by ANA

Brand effect

Although manufacturers invest a lot of resources to develop their brand, removing the 'brand effect' is sometimes necessary to get a more objective view of the product characteristics. During Car Clinics, the brands' promises can be so strong that...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Claudia Chin, Simon Wilson, Nathalie Sannino

March 4, 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

New car buyers in the United States

This paper describes how the impact of new Generation Y automotive consumers in the American marketplace is being handled by Honda' research and development arm in the United States. This division is responsible for the creation of new product...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Kevin M. Joostema, Tim Benner

Company: KANTAR TNS Malaysia

March 4, 2002

That's where ads are at

An implicit assessment strategy is outlined as a new method for the assessment of advertising and branding effects. It significantly extends currently available methods by allowing quick, easy, and unbiased access to people's unconsciously held...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Olaf Hofmann, Christian Stamov Ronagel

Company: SKOPOS

February 3, 2002

Continuous usability testing for the new Audi website

Website usability is an increasingly important area of expertise for the Internet economy. Making websites easy to use raises acceptance among users and creates higher rewards for e-commerce sites. This presentation is an introduction into the field...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Grit Schönfeld, Tim Bosenick

February 3, 2002

A borderless brand

This paper explores and discusses issues relating to translating values of an international Western brand to India, a market with a completelydifferent cultural, social, historical and economic contexts.

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Poonam V. Kumar, Malini Pani, Richa Puranesh

October 28, 2001

It's what inside that counts

This paper offers a case history on understanding local positioning of an international whisky brand in eight Eastern European countries and how this was adapted in line with global thinking and implemented locally. It covers the key issues and...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Jane Reid, Steve Crompton

Company: KANTAR TNS Malaysia

September 23, 2001

Learning brands

Children, as children ,are significant spenders and consumers ; as prospective adults, they are the market of the future. As young consumers they are also students of the market, learning to recognize brands and associate them with products and...

Catalogue: New Monograph Series Vol.9: Researching Youth

Authors: Robert G. Wyckham, Colleen Collins Dodd

August 1, 2000

A holistic approach to customer loyalty research

This presentation describes a case study conducted for Microsoft Denmark in 2002.The aim of the presentation is to describe the fruitfulness of involving internal relations of the client company when working with customer satisfaction, thus obtaining...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Lars Bo Anderson, Christian Agger

Companies: Microsoft, Ulveman Explorative A/S

January 1, 2000