Resources Library by ANA

Brand personality research goes online

Brand personality, initially explored by J. Plummer (1985) and later studied by J. Aaker (1997), is an idea that brands have 'personalities' or a set of human characteristics associated or linked with a brand in many people's minds.It reflects how...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Joseph Plummer, Ping-yi Lee

October 10, 2004

From rags to riches

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep understanding into means of breaking ingrained...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Loula Zaklama, Mohamed Saada

Companies: RadaResearch & Public Relations Company, Procter & Gamble

September 22, 2002

A new role for projective techniques

Marketing and consumers have changed since Projective and other Elicitation techniques were introduced into market research half a century ago. The objectives and rationale for employing them then maybe less valid now. Equally, the wholesale,...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Alan Branthwaite, Peter Cooper

Company: QRi Consulting Ltd.

October 28, 2001

Understanding the Chinese consumer

This article presents the first-hand experience of undertaking qualitative research in China for both mass market and luxury products. It shows, in particular, the power of projective techniques and the methods of in-depth analysis commonly used in...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Authors: Laurence Parisot, Anne Panis-lelong, Christophe Jourdain

Company: IFOP

November 1, 1997

Analyzing and forecasting world markets

Assessing the size and nature of national, regional and global markets for specific products has become both simpler and more difficult in the past twenty-five years. Compared to earlier large information gaps, many data points are now available....

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Andrew C. Gross, W. Benoy Joseph

September 1, 1997

The contribution of qualitative research to advertising creativity (Spanish)

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jorge A. Alisio

June 15, 1997

The contribution of qualitative research to advertising creativity

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jorge A. Alisio

May 1, 1997

A bull in a China shop

The economy in China is growing at an unprecedented rate. It is forecast that its GDP will overtake the USA by the year 2030. While agricultural output is threatened by mass migration to the cities, the industrial, retail and financial sectors are...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Kate Shanahan, Trevor Sharot

Company: Nielsen

September 1, 1995

Structural change in agriculture due to demographic processes

Whether one fears future farm closings due to a lack of successors or expressly advocates agricultural structural changes, the manner in which these changes can be expected to take place is of interest to agricultural policy. For this reason, a...

Catalogue: Seminar 1994: From Farmer To Consumer

Author: Ferdinand Fasterding

June 15, 1994