Resources Library by ANA

Mapping strategic options for the Dutch consumer association

An holistic research model was applied for both strategic and operational innovations, which segments consumers on the basis of norms and values, and maps out the driving forces of social change.

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Frits Spangenberg, Lex Liebregts

Company: Motivaction International B.V.

September 1, 1999

Understanding from within

Many consumer and marketing research techniques have been adopted from other disciplines ranging from statistics to demography, from social sciences to studies in communication theories and economics. Yet a holistic approach, like ethnography, has...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Debi Prokash Basu, Dipesh Chakrabarty

September 1, 1996

There's no need to re-invent the wheel

The paper comprises four sections. In the first section, a description is provided of a technique used over many years. It is holistic in its approach with proven validity and reliability in product areas where aesthetic rather than functional...

Catalogue: Seminar 1995: Successful Product Engineering

Author: William Arthur Dunning

June 15, 1995

Global branding

The paper considers the issues of global branding and its relationship with local marketing with particular reference to food and drink markets. We also consider whether a global brand really requires a totally global specification. We also argue...

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

Authors: John Baker, Kieran Ryan

Company: KANTAR TNS Malaysia

June 15, 1995

Engineering a motor car that someone really wants to buy

From the standpoint of engineering (or designing) products, the case is argued for a marketing research approach that: identifies the key needs of different target groups and sets out to match them and satisfy them, within the product offer itself,...

Catalogue: Seminar 1995: Successful Product Engineering

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1995

Understanding brand success

The paper treats the problem of “building successful brands” from the perspective of a simple yet comprehensive theory of consumer markets. It is practical, using case study material from projects for Premier Biscuits and other clients, to...

Catalogue: Seminar 1994: Building Successful Brands

Authors: John Baker, Tony Camp, Len J. Marchant

June 15, 1994

Copy research... who needs it?

This paper argues that a holistic assessment of the conceptual appeal and the persuasive power of a piece of copy is best made by the ultimate consumer rather than an inward looking "expert opinion” as sometimes suggested by people in the...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mahmoud Aboul-Fath

Company: Procter & Gamble

January 1, 1994

From crunching numbers to adding value

The lack of entrepreneurial thinking and behaviour on the part of both suppliers and buyers is identified in various quarters as the central cause of the gap between client needs and the service provided in the research market. In order to bridge...

Catalogue: Seminar 1993: Marketing And International Research

Author: Jörg Pauli

June 15, 1993

Market issues and marketing strategies for quality agriculture, with particular reference to environment-friendly agriculture

This paper is divided into three parts. The first part briefly reviews some recent contributions which investigate the concept of quality in the agricultural food industry, with particular reference to the component of quality which, to use a...

Catalogue: Seminar 1992: European Agriculture In Transition

Author: Riccardo Pastore

June 15, 1992