Resources Library by ANA

Measuring preference for product benefits across countries

This paper briefly reviews the standard practices of benefit measurement and benefit segmentation and, along the way, points out their deficiencies, and then introduces Maximum Difference Scaling, a method that the authors believe is a much more...

Catalogue: Latin America 2003

Authors: Leopoldo Neira, Steve Cohen

Company: SurveyHealthcareGlobus

May 4, 2003

Market research for a new car concept

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange

Company: BMW Group

March 30, 2003

The mind of the consumer shopper

The authors have developed a new set of 'mega' databases using conjoint analysis. The databases help delineate the customer mind and provide practical guidance for marketers, product developers, and advertising agencies. Each 'mega' database...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Hollis Ashman, Howard R. Moskowitz

Company: Moskowitz Jacobs Inc.

March 30, 2003

Creating fragrance concepts from first principles

This paper deals with the fit of sets of fragrance elements (36 elements each) to 30 different end uses, varying from purely 'fine' to purely 'functional', by means of an integrated approach called a 'mega-study'. The method used was conjoint...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Rachel Katz, Barbara Itty, Howard R. Moskowitz

Company: Moskowitz Jacobs Inc.

March 16, 2003

Medical communications, consumers, and the Internet

This paper shows how the medical marketer can understand the current market and jumpstart creativity through a deconstruction exercise, followed by conjoint measurement that identifies strengths and weaknesses of the deconstructed elements....

Catalogue: ESOMAR Global Healthcare Conference 2003

Authors: Risa Asami, Tina Hjelleset, Howard R. Moskowitz, Laurent Florès

Company: Moskowitz Jacobs Inc.

February 23, 2003

New Internet-driven choice modeling capabilities for global market research

This paper describes new choice-modeling capabilities that are enabled by Internet interviewing. Choice models implemented by means of "choice-based conjoint" trade-off exercises can now incorporate dynamic elements, such as customization of choice...

Catalogue: ESOMAR Technovate Conference 2003

Authors: David G. Bakken, James N. Nagel

Company: Harris Interactive (Europe)

January 26, 2003

The market for health and nutrition in China vs. the USA and India

This paper focuses on the Chinese consumer, who they are, how they handle their health and nutrition and what kind of choices they make to create a healthy lifestyle for their families. Where applicable, the Chinese shoppers are compared with...

Catalogue: Asia Pacific 2002

Author: Linda Klabacha

December 1, 2002

Hospitality guest satisfaction research in Asia Pacific

This paper will report and compare guest satisfaction data collected from fifteen countries (including Australia, China, French Polynesia, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Pakistan, Papua New Guinea, Philippines, Singapore,...

Catalogue: Asia Pacific 2002

Authors: Rey Alcocer, Scott Keshanech, Bethany Hoffman

Company: KANTAR TNS Malaysia

December 1, 2002

The Vodafone weekend experience

Project Entanglement required a team of both qualitative and quantitative researchers to work closely together and involved a challenging brief requiring an innovative solution. The project demanded a non-linear evolution of insights; the project...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Lee Ryan, Galina Mitchelhill, Sarah Gibbons

November 10, 2002