Resources Library by ANA

Crossing the knowledge and corporate boundaries to systematize invention and innovation

The process of corporate innovation is often left to outside consultants and internal/external teams specializing in the invention process. Market researchers are all too often neglected in this process, even though the newly emerging tools of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Jeffrey Ewald, Jacqueline Beckley, Charles E. Cleveland, Teri Curran Mascuch, Howard R. Moskowitz, Laurent Florès

Company: Moskowitz Jacobs Inc.

September 22, 2002

Research can be innovative too

This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those consumers with the highest likelihood of being...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Richard Herbert, Mahmoud Aboul-Fath

Company: Procter & Gamble

September 22, 2002

Managing the diffusion of innovation

One of the significant issues facing brand owners is the successful introduction of new products and/or services to market. The importance of facilitating new product diffusion is increasingly important with the escalating costs of entry into many...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Clive Nancarrow, Martin Oxley

September 22, 2002

Extracting MR samples from large CRM databases

This paper examines the challenges of using a large CRM database as a sampling frame for research purposes. It is based on Centurion's experiences of designing, developing and implementing such systems. Apart from the core sampling process the paper...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Mark Katz, Robert Jacob, Julian Simpson

March 17, 2002

Brand effect

Although manufacturers invest a lot of resources to develop their brand, removing the 'brand effect' is sometimes necessary to get a more objective view of the product characteristics. During Car Clinics, the brands' promises can be so strong that...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Claudia Chin, Simon Wilson, Nathalie Sannino

March 4, 2002

How to make innovations work in developing economies

This paper discusses the imperatives to make innovations work in developing economies. Adapting the product to suit local needs and conditions is a necessary but not sufficient condition for success. The entire offer and the delivery systems have to...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: N. S. Muthukumaran

September 1, 1999

New multimedia-based methods of marketing research for the publishing industry

This paper discusses the use of ‘simulation technology' (multimedia simulation systems) in marketing research for the publishing industry it starts from an investigation of the concept and the essential features of simulation and shows how...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Kenneth Tobyn, Bruno Patierno

Company: SCENARI SRL

June 15, 1999

From identifying need states to testing in virtual reality

Category management (CM) presents challenges to suppliers and retailers which are further exaggerated by efficient consumer response (ECR). The benefits of category management for supplier organisations are maximised when a purchase marketing...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Maureen Johnson, Paula Felice

September 1, 1998

A constructive approach to advertising testing

This paper proposes that advertising work, and therefore testing, be viewed from a new theoretical perspective; that of modern semiology. This perspective gives new insight into the constructive nature of meaning, the system of signification, the...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Author: Elizabeth Glaros

November 1, 1997