Resources Library by ANA

Giants, wizards and elves

The global marketplace demands understanding of factors affecting brands in their local and global context. The magnitude of the task in an ever-changing boundary-less world and the opportunities to re-establish consumer researchers as strategic...

Catalogue: Latin America 2003

Author: Miguel Angel Ferráez

Company: Procter & Gamble

May 4, 2003

Insights at work

The Arabian Gulf region is unique in its near isolation from even rudimentary marketing efforts until the early 1970s. Over the last three decades, particularly the last ten years, the region has seen momentous changes, fundamentally impacting the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Vishal Tikku, Rajesh Parupalli

Company: Unilever

March 30, 2003

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

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

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

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

Development of a new brand concept

Consumer insight is a hot topic in the marketing community. What is the precise definition of consumer insight and how can a brand profit from in-depth knowledge and understanding of consumer's consumption style? This paper aims to provide an insight...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Ronald Renkema, Carlos Zwikker

Company: Diageo

March 30, 2003

Building cross-cultural consumer insights of women's colognes with interactive multivariate statistical tools

This paper focuses on how a cross-cultural research program is used to better understand issues of fragrance and consumer insight. At Takasago, the voice of the consumer is integrated into the Creative Fragrance Development Cycle with perceptual maps...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Frank H. Winter, David W. Ingersoll

March 16, 2003

Does the Internet really prevent kids from reading magazines?

Since the 1950s, the youth magazine Bravo has accompanied German kids through their adolescence, and is successfully present today on TV and the Internet. With our qualitative brand analysis, we intended to generate consumer insights beyond general...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Michael C. Epple, Adrian Weser

Company: Michael Bauer Research GmbH

October 28, 2001