Resources Library by ANA

How to generate global insights to create global brands

The presentation addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands.Having an insight is necessary but not sufficient! The idea that insight is a verb rather than an...

Catalogue: Consumer Insights 2007

Authors: Howard R. Moskowitz, Johannes Hartmann

Companies: Unilever, Moskowitz Jacobs Inc.

May 7, 2007

Actionable shopper insights

This paper outlines work done to determine the success of a new category segmentation and layout trial. Results are based on in store research with shoppers and sales modelling techniques. Setting clear objectives and identifying key performance...

Catalogue: Retail 2007

Author: Neil Sangster

Company: Nielsen

February 19, 2007

Predicting the future principles for forecasting almost anything

Market researchers should reapply principles and practices from other domains in order to address the many challenges they face in their own businesses.This paper illustrates the diverse range of forecasting practices in use across a broad range of...

Catalogue: Congress 2006: Foresight

Authors: Omar Mahmoud, Vinay Ahuja

Company: Procter & Gamble

September 17, 2006

Research and corporate responsibility

This presentation describes the role of stakeholder opinion research in helping companies develop robust corporate responsibility policies, practices and communications. It outlines the application of research in identifying priority issues,...

Catalogue: Congress 2005: Making A Difference

Authors: Jenny Dawkins, Brian Gosschalk

Company: Ipsos MRBI

September 21, 2005

Identifying the drivers of use intention for brands

The perpetual question in marketing is: What is the key to building and maintaining strong sales for a brand in an ever-changing environment? The authors propose that relevance is the key sales driver for brands while differentiation plays an...

Catalogue: Asia Pacific 2005

Authors: Shigeo Okazaki, Sean Corcoran, Satoru Sato

March 13, 2005

Early warning systems and firm survival

Innovation, in the context of invention taken to market, has long been identified as a key factor for growth of companies.This is particularly true for disruptive innovations, which radically change product and industry boundaries. Indeed, disruptive...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Phillip A. Cartwright, Philippe Silberzahn, Bernard Buisson

February 27, 2005

Leapfrogging market research into consultancy

The paper demonstrates how to approach a strategic business issue, analyze it in its entire business context and develop productive solutions.In order to solve certain business issues, one must use a mix of tools and analyses from other disciplines...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Sonali Desai, Travyn Rhall

September 19, 2004

Effective conversion: Turning insight into action

This paper will demonstrate in what way a strong partnership between client and research provider can provide a solution to deliver actionable findings based on different information sources on an on-going basis.The paper leads the reader through the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Yvan Goupil, Csaba Nemes

September 19, 2004

The way we drink

This paper describes the research conducted in 2003 to inform the development of a social marketing and public education programme to promote 'more moderation and less harm' among New Zealand drinkers.The paper provides a brief summary of the...

Catalogue: ESOMAR Public Sector Social Research 2004

Authors: Pete McMillen, Sandra Kirby

May 9, 2004