Resources Library by ANA

Revue Française du Marketing (Février 2004)

Le marketing sensoriel peut se définir comme un «ensemble de variables d'actionscontrôlées par le producteur et/ou le distributeur pour créer, autour duproduit ou du service, une atmosphère multi-sensorielle spécifique, soit...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

February 1, 2004

Sniff tests

This paper examines the efficiency of the Bradley-Terry methodology in conducting fragrance evaluation in the context of a highly heterogeneous market; a market with varied socio-cultural behaviour. It further proposes a theoretical framework which...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Authors: Atul Sinha, Shobha Subramanian, Manjunath Desai

December 1, 1996

Giving control of your history to participants

Facts are nothing without stories. Instead of a traditional qualitative campaign pre-test where participants evaluate stimuli, we created a museum with Corona's (AB inBev) history and focused on how consumers re-built it into stories.

Catalogue: Congress 2019: The Global Data & Insights Summit

Authors: Ángeles Rodríguez, Elisa Romo

Companies: De La Riva Group, AB InBev

September 8, 2019

The fragrance that is me

This paper illustrates non-verbal and psychology oriented test procedures to elucidate modes of self-experience relative to preferences for sensory stimuli, in particular for scents. As a result of these tests, a Spectrum of Positive Moods and Images...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Author: Hans-Otto Schmidt

December 1, 1996

Segmenting consumers world-wide

This paper presents a combination of two research techniques to better understand consumers (scientific database), and to help marketers create better product and service concepts. The two research techniques are conjoint measurement for stimulus...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Author: Howard R. Moskowitz

September 1, 1999

Qualitative research on Beecham powders and Beecham powders plus hot lemon commercials

The general objectives of this research were to provideguidelines for the development of Beecham Powders andBeecham Powders and Hot Lemon advertising. Two commercialswere used as stimuli: A Beecham Powders commercial (Girl)and e Beecham Powders and...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

April 11, 1972

Qualitative research on Park Drive Plain advertising

Past advertising for Park Drive Plain has used the term 'flavor' to communicate smoking satisfaction. Certain doubts have now been raised about the term, and in particular whether the word 'taste' may be more useful. On the basis of this, some...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

October 3, 1970

The natural grouping of banks

In this article 'Natural Grouping', a new technique for image and positioning research is introduced. The more conventional approaches to image research - the free format, the explicit and the implicit techniques - are briefly discussed. The...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Ton Kuylen, Theo M. M. Verhallen

June 15, 1988

An analysis of the propagation of norms in illustrated periodicals

We have made an effort in this survey to examine the possibilities for establishing and describing the influence exerted on individuals by a large anonymous group with the aid of its communication media. The object of analysis are Illustrated...

Catalogue: ESOMAR/WAPOR Congress 1967

Authors: Herbert Steiner, Maria Rita Girardi

August 1, 1967