Resources Library by ANA

Sense and sensibility

This paper highlights the importance of process management and strategic partnership in developing competitive advantage and creating stronger brands. Through a journey into the Portuguese chocolate market, the authors demonstrate the effectiveness...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Sofia Sedas, Anabela Pratas

Companies: Multivaria - Estudos de Mercado, Lda., Nestlé

March 30, 2003

Picture this!

This paper is a summary of findings from a photo study conducted among 450 kids aged 8 and 11 years from nine European countries: United Kingdom, Germany, Spain, France, Italy, Netherlands, Sweden, Denmark, and Norway. Kids were asked to take...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Delphine du Crest, Shari Donnenfeld

March 30, 2003

Show me your home and I will tell you who you are

This paper describes how research, with the use of technology, can be applied to various decision-making processes throughout the production and marketing stages of real estate. A traditional construction company developed a new marketing approach by...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Lena Gilchrist, Britt-Marie Eriksson, Olof Eriksson

Company: Ipsos MRBI

March 30, 2003

Using ethnography and observation research to understand consumer behaviour in the retail aisle

In order to increase sales, it is important to understand what happens within the mind of the consumer while in the retail aisle.This paper describes research conducted for Black&Decker, Society Brass Collection among consumers while shopping for...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Barbara Foster, Max Ruckman, Cesar Carbajal

March 30, 2003

Video, ergo, agnosco

Direct consumer contact programmes - in which people from all levels of the organisation aim to meet the 'real people', who use their products and services - are all the rage. It is generally accepted that this is a 'Good Thing'. This paper reviews...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Author: Nic Hall

March 30, 2003

Knowing the consumer through the eyes of others

This paper addresses the Two-Way Mirror method for its application in qualitative market research as a manner to approach the consumer's understanding through the consumer himself. This helps detect feelings, motivations and insights directly...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Alicia Martín del Campo, Mónica García

Companies: Qualimerc S.C., Unilever

March 30, 2003

The hot buttons that trigger the entire nation

Brands that consistently do well in the market place are the ones that forge long term relationships with the consumer. These brands connect as they are anchored in powerful insights which trigger a positive response with the target audience....

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Subramanian Krishnan, Piyul Mukherjee

March 30, 2003

The mind of the consumer shopper

The authors have developed a new set of 'mega' databases using conjoint analysis. The databases help delineate the customer mind and provide practical guidance for marketers, product developers, and advertising agencies. Each 'mega' database...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Hollis Ashman, Howard R. Moskowitz

Company: Moskowitz Jacobs Inc.

March 30, 2003

Turning existing technologies into new products

The paper presents a unique four-phased research approach for utilizing consumer insights to help determine how existing technologies can be transformed into new product offerings. Designers of technologies are often locked into perceiving their...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Boaz Mourad, Ilana Drucker, Stacey Matthias, Jason Zolov

Company: Insight Research Group Ltd.

March 30, 2003