Resources Library by ANA

Automotive dealerships in China

In recent years, China has surpassed Japan and the major European car markets, and rapidly become the second largest automotive market in the world. Only in the United States of America are more vehicles sold every year, and even this will change in...

Catalogue: Automotive 2008

Authors: Thorsten Amann, Klaus Paur

Companies: KANTAR TNS Malaysia, KPMG

March 3, 2008

Effectively managing the brand experience

The media landscape is constantly evolving and increasing in complexity: fragmentation of traditional media and growing influence of new media means that car manufacturers are paying more attention to non-traditional contact points such as events or...

Catalogue: Automotive 2008

Authors: Frederic Casellas, Pierre Gomy

Company: KANTAR TNS Malaysia

March 3, 2008

Taxis, vans and subways

This paper will present three case studies of experiments to conduct novel research techniques in alternative environments. The three approaches are:-Designing a taxi in which participants participate in an interview conducted by the...

Catalogue: Qualitative 2007

Authors: Roberto Holguin, Luis Arnal

November 12, 2007

Racing past the barriers

With the help of path breaking innovative research, TVS, a leading two-wheeler company in India, moved beyond the conventional path of functional, technical and design superiority to build a deeper connection with the consumer through the brand. Set...

Catalogue: Congress 2007: Excellence

Authors: Poonam V. Kumar, Prasad Narsimhan

Company: KANTAR TNS Malaysia

September 19, 2007

The complex customer

The main focus of this paper is to illustrate how one Asian automotive manufacturer applied an innovative qualitative research approach utilizing several methods from a number of disciplines across multiple dimensions to gather critical customer...

Catalogue: Qualitative 2006

Authors: Michael Francesco Alioto, Deana Gillespie

Company: Market Probe International Inc.

October 8, 2006

Ethnographic research and great storytelling

Due to the concentration process and increasing competition in saturated markets, automotive manufacturers are faced with the continuous challenge of developing innovative, consumer-compatible products. To better anticipate different consumer needs...

Catalogue: Qualitative 2006

Authors: Bettina Staudenmaier, Ulrich van Hormann, Laurent Favard

Company: GfK

October 8, 2006

Maximum difference scaling for a more refined insight in consumer preferences

Maxdiff is claimed to be a promising method, better than classical ranking methods and even proclaimed a 'poor man's conjoint', easy to use and interpret. Can it live up to these promises, or is it actually just another method?The authors applied the...

Catalogue: Innovate 2006

Authors: Maureen Bannik, Frank Berkers

Company: SKIM

May 10, 2006

Hybrid market research

To address the needs of the dynamic industry, automotive market researchers must bridge the traditional divide between 'qual' and 'quant' methods. The paper advocates mixed-model solutions that combine the strengths of both sets of methodologies for...

Catalogue: Automotive 2006

Authors: Heinrich Rademacher, Peter Böhm, Sebastian Knauer, Christina Eisenschmid

Company: PSYMA GROUP AG

February 27, 2006

Brand knowledge

This paper addresses the challenge some automotive manufacturers face in building brand knowledge and identifies ways of overcoming this hurdle.Brand knowledge (familiarity) is frequently measured but rarely defined. The paper discusses how knowledge...

Catalogue: Automotive 2006

Authors: Melanie Brenninkmeyer, Chris Davis

Company: GfK

February 27, 2006