Resources Library by ANA

New ways to explore consumer point-of-purchase dynamics

This paper describes recent attempts to use virtual reality components for improving the generation and presentation of experimentally varied tasks in discrete choice analyses. These tasks, particularly in consumer purchase situations, have...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Authors: Bernhard Treiber, Stephen P. Needel

September 1, 2000

Investigating teens

In this paper, we are going to present one of the methods that proved worthy of being made known to the research community so that it can be used more frequently and improved upon. We called it Photo-Show due to its structural nature

Catalogue: New Monograph Series Vol.9: Researching Youth

Author: Oriana Monarca White

August 1, 2000

Aiming at moving targets

The paper describes the work that has been carried out to develop a method to determine the reach and frequency of public transport advertising and to support a modelling approach to calculate the media performance for specific campaigns and their...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Author: Michael Drabczynski

January 1, 2000

A calculated risk

This paper outlines a paradigm for strategic research that goes beyond the normal mode of data interpretation and delivers truly decision- oriented information. The authors first review the existing literature on game-theoretic applications and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Andy Dexter, Jonathan Fletcher

Company: DVL Smith Ltd

September 1, 1999

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

Brake, motor, petrol or motor oil?

The paper deals with the tasks and roles of researchers in the innovation process. These primarily derive from the nature and the final purpose of an innovation. The central thesis is of this paper is that the prime role of marketing researchers in...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Udo Reuter, Teresa Monjardino

Company: IMW-KOELN GmbH & Co. KG

September 1, 1999

A paradoxical approach to support innovation policy

This paper aims to demonstrate that innovation has never been more important to companies and that the ‘paradox approach’ is an important ally to come up with genuinely innovative proposals for products and services. The authors show that...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Jean-Pierre Fourcat, Christine Woesler Panafieu

September 1, 1999

A paradox of product innovation

This paper is about product innovation and introduction. More specifically a framework for understanding the relationships between innovation category characteristics and successful new product innovation and introduction is introduced and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Jean-Jacques Vandenheede, Bettina Hoffmann, Leone Aardse, Phillip A. Cartwright

Companies: Nielsen, Ernst and Young Services Pty Ltd

September 1, 1999

Globalization of market research tools

The paper describes a research approach which is particularly suited for international research: a standardized pack test methodology which utilises latest multimedia technologies for on-screen testing of new pack designs. The digitalization of the...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Harriet Dehde, Dirk Frank

Company: ISM GLOBAL DYNAMICS GmbH

September 1, 1999