Resources Library by ANA

A method for evaluating the importance of perceived attributes applied to the development and positioning of new products

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 steps central to the...

Catalogue: ESOMAR Congress 1988

Authors: Daniel Bachelet, Joseph Lion

September 1, 1988

A method for evaluating the importance of perceived attributes applied to the development and positioning of new products (French)

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 steps central to the...

Catalogue: ESOMAR Congress 1988

Authors: Daniel Bachelet, Joseph Lion

September 1, 1988

The application of geodemographics to retailing- Meeting the needs of the catchment

This paper discusses the role of geodemographics in retailing and its contribution to retail segmentation, store ranging and customer service. It provides an overview of the status of this new ’science’ in U.K. retailing, drawing on key...

Catalogue: ESOMAR Congress 1988

Authors: Keith Coxon, Maureen Johnson

September 1, 1988

BC or AC: Before Coca Cola or after Coca Cola

This paper addresses certain ways in which anthropology may be applied with relevance to market research. Four main topics are discussed: the development of semiology as a powerful potential tool for understanding the dynamics of advertising; the...

Catalogue: ESOMAR Congress 1988

Author: Janet Gruber

September 1, 1988

Creating the products the market wants... complications: Temptations and solutions!

Some companies seem, somehow, to have developed a flair for creating those products we all want to buy. How can they consistently hit the market so well ? If we analyze their success, it is disappointingly simple. There is no magic formula! They...

Catalogue: ESOMAR Congress 1988

Author: Jean Philippe Deschamps

September 1, 1988

Is marketing research going another way? (French)

Marketing research is developing rapidly. This paper attempts to give the up-to-date situation on recent developments both as regards new technologies and methods. The field of retailing, neglected by marketing research for a long time, is now...

Catalogue: ESOMAR Congress 1988

Author: Gerard Hermet

Company: GfK

September 1, 1988

Diamonds

The measurement of acquisition of jewellery containing new diamonds by consumers in the major jewellery markets worldwide forms a key part of the monitoring process undertaken by the CSO in order to plan the flow of rough diamonds from the producers...

Catalogue: ESOMAR Congress 1988

Authors: Rita Gallinari, Stephen Kelly

September 1, 1988

Is marketing research going another way?

Marketing research is developing rapidly. This paper attempts to give the up-to-date situation on recent developments both as regards new technologies and methods. The field of retailing, neglected by marketing research for a long time, is now...

Catalogue: ESOMAR Congress 1988

Author: Gerard Hermet

Company: GfK

September 1, 1988

10 year's experience in using marketing models for new product development in Asia Pacific

Unilever has been actively launching new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing...

Catalogue: ESOMAR Congress 1988

Authors: Roger M. Brookin, Oscar Schneersohn

Company: Unilever

September 1, 1988