Resources Library by ANA

Linking marketing decisions with consumer decision making

This paper expands on recent findings from cognitive psychology and related disciplines and argues that market researchers need to move their emphasis from understanding consumer perceptions and generalized motivations to a much more specific...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Author: Alastair Gordon

September 19, 2004

Understanding customers' naive theories of high-tech products and services

We developed a new methodology for qualitative research based on cognitive science to study the conditions of diffusion of technological innovations. The method focuses on customers naive theories about high- tech products and services. It is...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Stefana Broadbent Carles

September 1, 1999

Mind mapping

This essay takes up the question: "How is brand represented in the consciousness of the consumer? And on the basis of this starting point, how can the different expressions or manifestations of brand be explained?" This exploration is based upon the...

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Rudolf Sommer

Company: RSG Marketing Research

June 15, 1996

Capturing the complexity of advertising perceptions

This paper is concerned with finding appropriate ways in which qualitative research can examine how advertising is perceived so that we can extrapolate accurately from the research situation to reactions while watching ads on-air. An American...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Alan Swindells, Alan Branthwaite

Company: KANTAR TNS Malaysia

December 1, 1995

Can advertising pre-tests predict the longevity of advertising effects?

This paper starts by examining possible reasons for the lack of consistent in-market validation of advertising pre-tests. It is hypothesized that conventional pre-testing measures may not distinguish well between transitory and more permanent effects...

Catalogue: ESOMAR Congress 1995: Making The Decision

Author: Max Blackston

September 1, 1995

Testing design via eye-movement analysis

In toady's markets design can be regarded as a force for achieving market success. Strategically-oriented management in design and communication is required and an intelligent, improved product design. As we all know, design is a process of...

Catalogue: Seminar 1995: Successful Product Engineering

Author: Norbert Hammer

June 15, 1995

The point of sale

In recent years there has been a growing body of evidence to show that the point of sale can form an important influence on consumer purchasing behaviour. Key elements within this evidence are the existence of high levels of brand switching and of...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession

Author: Roy P. Bradshaw

June 15, 1993

What can consumer research tell us about why people wear perfume?

Despite our inadequate understanding of the physiologial and psychological mechanisms involved in odor perception, the efforts of many researchers interested in these issues is beginning to throw more light on the variety of reasons why people wear...

Catalogue: Seminar 1993: Consumer Research In Fragrance Business

Author: Hugh Bain

June 15, 1993

High definition method

Given the cultural level of respondents is very different and this has a major influence especially when we ask consumers to describe their feelings, expectations, and with the help of other experiences in the field of segmentation by ARCHETYPES -...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Bruno Maresti

Company: Marpool S.r.l.

September 1, 1992