Resources Library by ANA

Facing the future

This authors of this paper argue that brand leadership is not about reacting but about anticipating and taking risks. The imperative for change and innovation is particularly evident when national brands embrace the challenge to become global...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Richard Pike

September 1, 1999

How to make innovations work in developing economies

This paper discusses the imperatives to make innovations work in developing economies. Adapting the product to suit local needs and conditions is a necessary but not sufficient condition for success. The entire offer and the delivery systems have to...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: N. S. Muthukumaran

September 1, 1999

A paradox of product innovation

This paper is about product innovation and introduction. More specifically a framework for understanding the relationships between innovation category characteristics and successful new product innovation and introduction is introduced and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Jean-Jacques Vandenheede, Bettina Hoffmann, Leone Aardse, Phillip A. Cartwright

Companies: Nielsen, Ernst and Young Services Pty Ltd

September 1, 1999

The leading edge

This paper describes the development of a model where, from a sample of the Leading Edge population segment, it can be determined which trends will have commercial value in the near future (maximum one to two years) when the Mainstream segment begins...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Nils Röhme, Niels Erik Folmann

September 1, 1999

Researching design

This paper demonstrates the key role qualitative research has played in developing and building Kimberly-Clark’s Away From Home sector as an innovator in its field. This paper also highlights some general learning about researching design and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Greg Bohlen, Fiona Jack

Company: Green Light International

September 1, 1999

Semiotics for strategic forecasting

The present article examines how semiology can help companies to probe and anticipate their industrial development. The Strategimage® project conducted by EDF (Electricite de France) has generated a new method that examines corporate strategies by...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Corinne Maier, Catherine Bitoun

September 1, 1999

Globalization of market research tools

The paper describes a research approach which is particularly suited for international research: a standardized pack test methodology which utilises latest multimedia technologies for on-screen testing of new pack designs. The digitalization of the...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Harriet Dehde, Dirk Frank

Company: ISM GLOBAL DYNAMICS GmbH

September 1, 1999

Mapping strategic options for the Dutch consumer association

An holistic research model was applied for both strategic and operational innovations, which segments consumers on the basis of norms and values, and maps out the driving forces of social change.

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Frits Spangenberg, Lex Liebregts

Company: Motivaction International B.V.

September 1, 1999

The impact of consumers' commitment to existing brands on new product launch strategies

Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands. This is one reason why many traditional methods have had to contend with varying degrees of over-claim. This paper has...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: John Rice, Jan Hofmeyr

September 1, 1999