Resources Library by ANA

Wee yet mighty: Latin America's kids

Children are direct consumers of a series of products, in addition to influencing the purchase of certain products and services consumed in their homes. The influence they exert or their consumption habits are not identical across the different...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Mónica La Madrid, Telma Urich

Company: Markwald La Madrid & Asociados

April 18, 2004

Asking consumers what they want when they don't know the answer

This paper argues that new product development research requires a very different approach where the technology being tested involves a change in mindset. It uses the example of a concept test for a new form of mobile instant messaging.

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Author: Ben Lovejoy

Company: KANTAR TNS Malaysia

April 18, 2004

Creating customer knowledge

Consumer insights do not arise from better data or information alone. Customer knowledge creation requires three important elements: a 'behavioral model' or theory of consumer behavior; continual fact-gathering; and revision of the theory as new...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: David G. Bakken, Michael A. Lotti

Company: Harris Interactive (Europe)

April 18, 2004

Facilitating consumer insight

Over the past five years research has made some giant strides by increasing its impact on business decision making. But what does this mean for the relationship between client researchers and their suppliers? The focus of this paper is a case study...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Becky Power, Charlotte Webb, Quentin Ashby

Company: GSK

April 18, 2004

How to make good dough

Unilever Bestfoods (UBF) is vitally aware of the general trends that affect consumers' lives. The way consumers work and spend their free time, their use of media, attitudes and opinions are constantly evolving. As a result, their needs and product...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Sinéad Twomey, Pia de Wit

Companies: Unilever, SKIM

April 18, 2004

Harnessing the "four pillars of insight" to gain a return on insight

This paper illustrates how online insight management techniques are supporting the research and planning effort of a spring bottled water company in planning new bottled waters.The paper describes the work carried out to support the processes of...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Elizabeth Singleton, Tony Bowden

April 18, 2004

Semiotics and narrative congruence

The paper describes the semiotic process of assessing potential co-branding projects, such as product placement in feature films, for narrative congruence.Narrative congruence assessment allows marketing professionals to determine whether a product...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Charles Leech, Kevin September

Company: ABM Research Inc.

April 18, 2004

Sex, ads and youth

The paper describes the work that has been carried out to understand how adolescents in post-communistic countries perceive sexual and erotic symbols in advertisement. There are reasons why these symbols would not be generally accepted. Research...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Author: Lenka Silerová

Company: Ipsos MRBI

April 18, 2004

A clean future

This paper will tell the story of co-research as it is seen through the eyes of the client and researcher. We will show how Electrolux Floor Care Europe and Ipsos-Eureka work systematically and strategically with Consumer Insight within the product...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Anna Karin Trydegård, Naama Forsrup, Eva Glantz

Company: Ipsos MRBI

April 18, 2004