Resources Library by ANA

Multi-cultural strategic qualitative research

One year and a half before SAMSARA’s launch, the French perfume house GUERLAIN asked us to study the project and give information upon which to base strategic choices. We custom-tailored a two-step qualitative investigation, the first about the...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Authors: Fulvio Steiner, Olwen H. Wolfe

June 15, 1990

Opportunities for translating new product concept screening techniques from the US To Japan, Europe and the world

This paper analyzes the similarities across countries in the way consumers respond to new product ideas, then describes a technique that can successfully screen new product ideas around the world.

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Jeffrey L. Pope

June 15, 1990

The internationalisation of everyday-life-research

This paper is about a new international approach to consumer research. The Approach uses the concept of Everyday-Life Research (EDL) which is derived from the principles of phenomenology, ethnomethodology, and social psychology seeking to understand...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Authors: Norbert Homma, Jorg Ueltzhoffer

Company: SINUS Markt- und Sozialforschung GmbH

June 15, 1990

Global strategies for Japanese products in major Asian and Western countries: International comparative survey

In this report, differences in how Japanese products are seen are studied based on an international comparative survey in light of the above problem, and 4 viewpoints are offered as an idea for the breakthrough of Japanese companies for...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Shungo Hiromura

June 15, 1990

Essence of international brand values

The general proposition is that successful international brand marketing depends upon a full understanding of the 'Essence' of the brand, and of the 'Essence' of local cultures. In some instances the Essence of the Culture is more important. In other...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Authors: Terry Hanby, Peter Cooper

Company: QRi Consulting Ltd.

June 15, 1990

Japanese lifestyle, life models and applications to creative concepts

This paper attempts to describe changes in the Japanese lifestyle focusing on the idea of life images pursued by consumers and suggests a life image to develop creative concepts. The Japanese lifestyle has been strongly affected by the social and...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Hiroe Suzuki

Company: Dentsu Macromill Insight

June 15, 1990

Marketing strategy and management in Japan

Today the Japanese market is rapidly becoming a site for international competition. In the field of household daily necessities too, several large foreign-affiliated companies have entered the Japanese market and are achieving considerable success....

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Kozaburo Sagawa

June 15, 1990

New product development of Kao

Kao launched a new compact biotex detergent "Attack" in April, 1987 and the maximum saturated laundry detergent market changed to this new type successfully and innovatively. However, this successful story of "Attack" had a long hard history before...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Masashi Kuga

June 15, 1990

Keeping pace with the changing women's market around the world

The following summarizes the key findings of my book. Marketing to Women: A Global Perspective, which examines the women's market in ten countries: United States and Canada (North America); Brazil, Mexico, and Venezuela (Latin America); Great...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Rena Bartos

June 15, 1990