Resources Library by ANA

Lunch break

This paper describes how to put together an innovative research design based on several contrasting perspectives and techniques, with the purpose of gaining new consumer insight and understanding in the school-lunch market in Norway.The ultimate goal...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Ole Petter Nyhaug, Jeanette Bergquist

February 27, 2005

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

The Bayesian revolution in marketing research

This paper describes the paradigm shift that has been occurring in the statistical analysis of marketing data over the past 10 years. The new paradigm reflects a perspective on probability that was first proposed in the 18th century by Thomas Bayes,...

Catalogue: ESOMAR Conference 2005: Innovate!

Author: David G. Bakken

Company: Harris Interactive (Europe)

February 27, 2005

The case for in-the-box innovation

This paper describes a groundbreaking international case study proving that a much larger number of relevant, actionable, and original new product ideas can be generated by using creativity techniques that encourage 'in-the-box' thinking as opposed...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Leyla Namiranian, Gwen Smith Ishmael

Company: Decision Analyst, Inc.

February 27, 2005

Reengineering the research process

Innovation in the early decades of the market research industry was demand and product focussed while in the later stages the innovation was driven by the availability of new techniques and was process focused.It depends on the business model a...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Sander van Meeuwen, Dirk Huisman

Company: SKIM

February 27, 2005

True romance

In service industries, companies are always talking about how customer focused they are, and more recently about wanting to build relationships with customers - but this is easier said than done.Technological advances have led to systems that enable...

Catalogue: ESOMAR Conference on Financial Services 2005

Author: Roger Sant

February 1, 2005

From today's brands to tomorrow's icons

The authors share their experience in successfully implementing an on-going consumer interface program with young consumers for identifying trends in their behaviour in the complex market of Saudi Arabia, paving the way for marketers to transform...

Catalogue: ESOMAR Conference On Age 2005

Authors: Vidya Rayappa, Wiam Hasanain

Companies: KANTAR TNS Malaysia, Unilever

January 30, 2005

Cracking the crystal ball

Approaches were investigated for forecasting in the developing South African cellular phone market at the aggregate level (market share), and individual level of switching behaviour.While the traditional first order Markov process model was not found...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Craig Kolb, Andrea Rademeyer

Company: Ask Afrika Pty Ltd

November 7, 2004

Using latent class mixture models to develop tomorrow's winning products today

Identifying unmet customer needs is critical for developing breakthrough new products and services. This paper discusses why current market research techniques, especially focus groups and one-on-one interviews, are incapable of identifying unmet...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Author: Albert Fitzgerald

November 7, 2004