Resources Library by ANA

A new qualitative approach in concept development

Common market research approaches - regardless whether by qualitative or by quantitative means - usually assess more or less finalised concepts of new products and services. Potential consumers and target groups have rarely been involved directly in...

Catalogue: Qualitative 2005

Authors: Ute Rademacher, Stefanie Güntzel

Company: Ipsos MRBI

November 13, 2005

A fresh approach to concept testing

With large companies committed to organic growth, innovation is once again central to their mission and the need for concept screening and testing greater than ever.These companies face huge budget pressures while maintaining the 'consumer's voice'...

Catalogue: Congress 2005: Making A Difference

Author: John Kearon

Company: BrainJuicer

September 21, 2005

Capturing the algebra of the customer's mind for fragrance through pictures, text and decompositional research analyses

This paper presents a new approach to the measurement of fragrance 'ideas' (e.g. a fragrance for today woman), based upon the fit of a visual concept to a specific fragrance idea. The features of the visual concept are systematically varied by...

Catalogue: ESOMAR Fragrance Research Conference 2005

Authors: Barbara Itty, Howard R. Moskowitz, Brae McDonough, Aurea Gupton

Company: Moskowitz Jacobs Inc.

May 15, 2005

Create wear

From a GSM jacket to 'create wear', this paper gives an example of process innovation on wearable communication using methodologies that combine consumer insights, technology advances, trend analysis and user tests.The paper explores mixing techno...

Catalogue: ESOMAR Conference on Digital Futures 2005

Authors: Emeric Mourot, Laurent Ponthou

March 1, 2005

How to validate a new MR tool?

What is happening in a grocery store? What kinds of market research methods are capable of mirroring or replicating customer behaviour in this dynamic environment? Gaming computing has become an important area in computer science and can be used to...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Haagen Saether-Larsen, Ingvar Tjostheim

February 27, 2005

Slow research

This paper describes how the concept of 'slow' could be applied to market research. The author coined the concept of 'Slow Research' at the 2004 Technovate seminar.The idea was to describe a way in which both suppliers and buyers in the market...

Catalogue: ESOMAR Conference 2005: Innovate!

Author: Jörgen Johansson

February 27, 2005

Live without fear

The paper is a case study of the ABN-AMRO Freedom credit card, born of a journey of understanding the consumer using a multi-pronged and iterative process.The research exercise involved studying the cultural context of saving and finance;...

Catalogue: ESOMAR Conference on Financial Services 2005

Authors: Sangeeta Gupta, Vasantha Kumar, Madhumita Chakraborty

Company: Nielsen

February 1, 2005

"I like it"... Whatever that means (Spanish)

This paper discusses the discipline known as Sensory Evaluation and the importance it gives to language, be it to understand the consumer's spontaneous thinking or to explain perceivable product characteristics. The paper also addresses how these two...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Daniel L. Pedrero

October 24, 2004

"I like it"... Whatever that means

This paper discusses the discipline known as Sensory Evaluation and the importance it gives to language, be it to understand the consumer's spontaneous thinking or to explain perceivable product characteristics. The paper also addresses how these two...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Daniel L. Pedrero

October 24, 2004