Resources Library by ANA

Understanding women

51% of people in the world are women, but Baileys is the only brand in Diageo’s portfolio that recognises them as a consumer. It was time for a new perspective and Diageo came to us to help them open their eyes to what women really want...

Catalogue: Congress 2015: Revelations

Authors: Christene McCauley, Izzy Pugh

October 1, 2015

Cultural anchoring

Managing the complexities of brand architecture has never been more challenging. Product commoditisation and competitive intensification have heightened the importance of building deep brand connections with target audiences. Meanwhile, market...

Catalogue: Congress 2014: What Inspires?

Authors: Neale Cotton, Julian Dunne

Company: The Lab Strategy & Planning

September 10, 2014

NSS target monitor

This paper introduces a new approach to the diagnosis of (psycho- logical) brand positions on the market and to the assessment of the effects of marketing communications upon those. The method operationalizes the American concept of Consumer...

Catalogue: ESOMAR Congress 1989

Author: Peter H. van Westendorp

September 1, 1989

How to enter in a highly competitive environment without sinking

This paper outlines the power of methodological integration as a journey to new findings - allowing business inquiries to be properly addressed. Through this case we prove the efficiency of an integrated model from a remix of methodologies, which...

Catalogue: Latin America 2016: Research Renovation

Authors: Carolina Mejía Posada, Maria Claudia Foschi

April 13, 2016

Thresholds in brand awareness

Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...

Catalogue: ESOMAR Congress 1987

Authors: Gilles Laurent, Jean-Nöel Kapferer

Company: IFOP

September 1, 1987

A better understanding of quantitative results by using qualitative methods

Since differences between products are becoming smaller and smaller, also the positioning of a product has become increasingly difficult. This paper shall deal with the implications this should have for the way we do image tracking and positioning...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Robert Petrescu

June 15, 1986

Competitor analysis in defence of a brand leader

In the U.K. retail antibacterial market, Amoxil is brand leader. However, share varies considerably in market sub-segments as does the source of competition. The Market Research Department is a prime contributor to competitor analysis, all the more...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Roger Western

February 27, 1985

CEOs have emotions too!

A brand's positioning and values have to touch enduring tangible and emotional needs if they are to work. This is as true in the business environment as it is in the consumer sector. Developing a positioning that is meaningful the world over...

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

Authors: Anna Ritchie, Sharon Dimoldenberg

October 28, 2001

Agent based models

Tipping points occur at that moment when news of a brand begins to spread in an infectious manner throughout the marketplace. Advances in science and computation are transforming the manner of finding insight to consumer activity. From this...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Author: Bruce Grey Tedesco

September 23, 2001