Resources Library by ANA

Spreading a common tongue

Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared marketing language to be integrated and embedded in all...

Catalogue: Asia Pacific 2015: Asia Means Business

Authors: Phong Huynh, Alena Rossini, Desmond Chan, Kalidas Ashok, Laurenz Koehler

Company: KANTAR TNS Malaysia

June 15, 2015

Psychological automotive lifestyles

Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Car ownership, body types and car brands have specific relevance at different life stages, for different...

Catalogue: Automotive Research Forum 2013: Driving Change, Driving Business

Authors: Gabriele Lehmann, Thomas Ebenfeld, Dirk Ziems

Company: concept m research + consulting GmbH

May 24, 2013

Segmenting consumers world-wide

This paper presents a combination of two research techniques to better understand consumers (scientific database), and to help marketers create better product and service concepts. The two research techniques are conjoint measurement for stimulus...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Author: Howard R. Moskowitz

September 1, 1999

Beyond post-perestroika Russia and post-communism Eastern Europe

The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations,...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Rupert K. Tower, Peter Cooper

September 1, 1999

Beyond post-perestroika Russia and post-communism Eastern Europe

The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations,...

Catalogue: CEE Conference 1995: Towards A Market Economy

Authors: Rupert K. Tower, Peter Cooper

Company: QRi Consulting Ltd.

April 1, 1995

A consumer segmentation using a standardised technology

The technology we are going to describe has been developed as a composite procedure, which retains flexibility, whilst solving the problems of interlocking complex interviewing and analysis systems. We have named this composite system, The Consumer...

Catalogue: Seminar 1972: Segmentation And Typology

Authors: Geoffrey M. Bickers, Gordon Haymes

June 15, 1972

A case history on research-based below-the-line campaign

The problem consisted in promoting the sales of two cigarette brands: A. Cigarettes, rather strong-tasting American conventional filter-tipped cigarettes; - B. Cigarettes, blond cigarettes, with a very light aroma thanks to its very efficient active...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Bernard Krief

May 19, 1971

Consumers typology

On the working ground of market-research a striking ambivalence is to be stated in the expectations-with respect to' the contributions of the psychologist. On the one side, one demands of the psychologies an insight as. "deep" as possible into the...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems

Author: Mary Zeldenrust-Noordanus

June 15, 1962

Consumers typology (French)

On the working ground of market-research a striking ambivalence is to be stated in the expectations-with respect to' the contributions of the psychologist. On the one side, one demands of the psychologies an insight as. "deep" as possible into the...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems

Author: Mary Zeldenrust-Noordanus

June 15, 1962