Resources Library by ANA

Development of new products in global markets

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Monica Kleiman, Arnaldo Bär

June 15, 1999

Choose change

The TRUE power of knowledge lies in its role of informing and guiding a brand’s future marketing plans. Usually knowledge is retrospective: marketers and advertisers learn from their success as well as mistakes; they seek to project the future...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Maggie Collier, Kirsty Fuller

Company: Flamingo

September 1, 1998

Research in new product development

New products are the lifeblood of marketing. Even the most successful products have a life stage, and so marketing companies are continually looking to develop new products and re-stage existing ones. It is almost universally true that the best...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Authors: Julian R. Bond, Joseph Debacq

September 1, 1998

Benefit segmentation

This paper presents benefit segmentation as a tool which in conjunction with other consumer information helps obtain directions for new products catering to the mobility needs of different segments. Based on a large qualitative and quantitative...

Catalogue: International Automotive Marketing Conference 1998

Author: N. S. Muthukumaran

June 15, 1998

Nothing but blue skies

This paper describes a five stage programme to get the best out of innovative new product development research in the telecoms sector. It covers the pitfalls encountered at each stage suggesting solutions based on mistakes made on both client and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Authors: Lisa Hunt, Janine Braier

June 15, 1998

A new star is born

The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things the survey of the research methods looks into project car clinics the...

Catalogue: International Automotive Marketing Conference 1998

Authors: Siegfried Högl, Karsten J. Hennig

Company: GfK

June 15, 1998

A method for evaluating the importance of perceived attributes

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product-related expectancies are three central steps for the...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Authors: Daniel Bachelet, Joseph Lion

June 15, 1998

An experiential approach to new product development and testing

This paper describes the benefits of using consumer laboratories rather than traditional market research approaches to more accurately predict customer purchase behavior. This approach has proven particularly valuable in new product development and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Authors: Barbara Hisiger, Pradeep Bansal

June 15, 1998

Being creative with creativity

This paper describes research that was conducted to inform the development of an interactive CD-ROM product designed to enhance the mathematical skills of eight to twelve year old children in a user environment that combines computerized gameplay...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Michael Cohen, Stacey Matthias

September 1, 1997