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Research papers

A beer tasting experiment

The objective of this article is to contribute to throw some more light on the following questions: 1. Are consumers able to discriminate among different brands of a product (in this particular case, beer) when the brands are not identified?; 2 ....

Catalogue: The European Marketing Research Review 1970
Author: Jokan Arndt
June 15, 1970
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Citation

Arndt, J. (1970a, June 15). A beer tasting experiment. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/a-beer-tasting-experiment


Case studies

Evolution of beauty: Dove case study

In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer...

Catalogue: Congress 2007: Excellence
Authors: Niels Schillewaert, Steven van Belleghem, Severine Distave, Tom De Ruyck
Companies: InSites Consulting, Unilever
September 19, 2007
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Citation

Schillewaert, van Belleghem, Distave and De Ruyck (2007a, September 19). Evolution of beauty: Dove case study. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/evolution-of-beauty-dove-case-study


Webinars

Leveraging AI-enabled A/B testing to build out winning concepts

In this presentation you will learn how to use AI to generate new and interesting concepts for ongoing testing and eventual validation. The presentation includes references to past project examples as part of Quilt.AI pilot schemes, agile concept...

Catalogue: Webinars 2021
Authors: Clodagh Forde, Angad test Chowdhry
Companies: Quilt.AI, The Coca-Cola Company
October 13, 2021
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Citation

Forde and Chowdhry (2021a, October 13). Leveraging AI-enabled A/B testing to build out winning concepts. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/leveraging-ai-enabled-a-b-testing-to-build-out-winning-concepts


Research papers

Taking mobile to the max in Asia

Everyone is talking about it. Many are experimenting with it. And some are even doing it. Mobile promises to reach more people, in more countries, with faster results than ever before. Mobile is especially relevant in Asia, where countries boast some...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Andrew Steel, David Rao
Company: Ipsos MRBI
May 13, 2014
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Citation

Steel and Rao (2014a, May 13). Taking mobile to the max in Asia. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/taking-mobile-to-the-max-in-asia


Research reports

12 week follow-up to Odor Eater split foot research

Combe Inc. proposes to market on a national basis inthe UK the Odor Eaters gel insole. However, beforeinitiating further progress in terms of manufacturing,it was considered necessary to submit to consumerappraisal the two primary variants....

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 1, 1976
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Citation

, C. (1976a, December 01). 12 week follow-up to Odor Eater split foot research. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/12-week-follow-up-to-odor-eater-split-foot-research


Research reports

Dry mix dessert development

As part of the company's effort to maintaindominance in the Instant Desserts market, aprogram of New Product Development has beeninitiated to identify and progress new productopportunities for the status of market entry. Consumer qualitative research...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1977
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Citation

, C. (1977a, July 01). Dry mix dessert development . ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/dry-mix-dessert-development-


Research reports

Qualitative research into project Samba

A new product development company has developed the idea of afragrance range called Samba. The range will be centered on anaerosol fragrance and may be extended into other toiletryareas. It is targeted toappeal to 16 - 24-year-old girls and currently...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 1, 1976
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Citation

, C. (1976a, August 01). Qualitative research into project Samba. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/qualitative-research-into-project-samba


Research reports

Qualitative research into 30% Bran Flakes press advertising

JWT Ltd. in conjunction with Kelloggs Ltd. has developeda new creative strategy for 30% Bran Flakes based on thepreviously demonstrated intrigue for the '30%' componentof the product name. An initial qualitative screeningprocedure was therefore...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
October 1, 1976
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Citation

, C. (1976a, October 01). Qualitative research into 30% Bran Flakes press advertising. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/qualitative-research-into-30-bran-flakes-press-advertising


Research reports

Tea bag brand proposition research

This research was designed to test out consumerresponses to two propositions developed for Typhoo. The overall objectives of this research were todetermine which of the routes outlined above bestoptimizes the opportunity in the premium end of thetea...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
January 1, 1979
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Citation

, C. (1979a, January 01). Tea bag brand proposition research. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/tea-bag-brand-proposition-research