Resources Library by ANA

Steps towards a consumer-driven concept innovation machine for 'ordinary' product categories in their later lifecycle stages

This paper presents a research-driven approach to innovating product features in categories considered to be mature and low involvement.The approach begins with the identification of product features realizable by developers, works with consumers...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Howard R. Moskowitz, Kjell Oksendal, Michele Reisner, Bert Krieger

Company: Moskowitz Jacobs Inc.

February 27, 2005

Co-branding opportunities

Until now insight development in the credit card business has meant using focus groups, and giving a lot of weight to interpretation, especially in light of the investment nature of the card offer.Unfortunately this method offers only directional...

Catalogue: ESOMAR Conference on Financial Services 2005

Author: Howard R. Moskowitz

Companies: MasterCard, Moskowitz Jacobs Inc.

February 1, 2005

Conquering the mountain

This paper highlights the specific benefits and insights gained from the research efforts between Burke, Inc. and Olympus America.Covering a handful of different projects and countless business objectives, the paper provides an analysis of the key...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Sara Heathscott, Trenton Haack

November 28, 2004

Jack in the tiffin box

Mothers struggle every morning to fill their childrens' lunchboxes (tiffins) with items that are nourishing, satiating, healthy and actually get eaten. However, the child wants to be surprised with interesting foods that can even make his friends...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Subhransu Rout, Sangeeta Gupta, Farheen Romani

November 28, 2004

Developing a decision-making system to build a new corporate image

This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina.The Project has been completely developed and is now...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Mariela Mociulsky, Esteban Foulkes, Federico Mahon, Guillermo Bustos, Carmen Suen Blanc, Carolina Porcari, Fernando Moiguer

Companies: The Leading Edge, Compañia de Negocios Moiguer

October 24, 2004

Women of Class C

This paper is evidence of the success of a client research company partnership, an efficient use of multivariate analysis, a creative system to define potential for social mobility and an innovative application of results.

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Andrea Costa, Katia de Freitas Benchimol, Nelsom Marangoni

Company: IBOPE Inteligencia

October 24, 2004

Developing a decision-making system to build a new corporate image (Spanish)

This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina.The Project has been completely developed and is now...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Mariela Mociulsky, Esteban Foulkes, Federico Mahon, Guillermo Bustos, Carmen Suen Blanc, Carolina Porcari, Fernando Moiguer

Companies: The Leading Edge, Compañia de Negocios Moiguer

October 24, 2004

Segment optimization

A cornerstone of marketing theory is that segmentation can play a crucial role in any marketing strategy. The purpose of this paper is to offer an approach that integrates the subjective and objective aspects of segmenting markets to enable the...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Douglas MacLachlan, Michael Mulhern

October 10, 2004

Conjoint measurement and real options

The authors argue that a combination of conjoint analysis and real option valuation can improve the forecasts of a new product's success. The paper explores the importance of finding a crucial link between marketing and finance in product...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Marek Dietl, Radoslaw Rejman

October 10, 2004