Resources Library by ANA

A new qualitative research tool for global concept testing

At a time when many manufacturers are facing difficult challenges in finding consumer-relevant innovation, global marketing groups are challenging the research industry as a whole to find fast and effective ways to contribute to the development of...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Barbara Busch

November 10, 2002

Consumer research in the context of social transformation

On the basis of research in East Germany, the presentation examines the particular conditions for consumer research in transformation societies. Three hypotheses are presented which will be illustrated using a specific case study.

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Stephan Teuber

November 10, 2002

Tracing brands amidst the crisis in Argentina

Qualitative Research usually takes and observes intelligent photographs of social and consumer behavior, assuming that the evolution between points of observation is relatively linear. But movements are not linear, pictures are not valid and...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Fernando Moiguer, Jorge Karol, Paula Magariños, Marita Soto, F. Gentile

Company: Compañia de Negocios Moiguer

November 10, 2002

Providing online customers with an 'extraordinary customer experience'in telecommunications markets

This paper examines important issues facing telecommunication firms with regard to their website design. The key finding is that telecom websites are complex by trying to achieve many different roles simultaneously. The paper stresses the importance...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Authors: David Jamieson, Matt King

Company: Maritz Research

October 20, 2002

Beyond the hype

This paper describes how marketing intelligence allows Sony Ericsson to make a more valid assessment of the capitalised value of new products and services enabled by 2.5 and 3rd generation technology. As standard (conjoint) methodologies do not...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Authors: Annica Towliat, Jürgen Warnecke

Company: SKIM

October 20, 2002

Skating on thin ice

Network operators have no claim on the final consumers. The consumer's relationship with the network is channelled through the service provider, and the consumer does not necessarily have to interact with the network.Yet fierce competition exists...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Author: Jeanette Deetlefs

October 20, 2002

Increasing telecom revenue through mobile centrex in the Norwegian business market

This study tested the market and revenue potential for Mobile Centrex in the Norwegian business market. Mobile Centrex is a system that allows businesses to change from using fixed line telephones to partially or entirely using mobile phones. The...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Author: Bjarne André Aamli

October 20, 2002

Special features of the telecom industry

This paper attempts to synthesise most of the related theories and the practical experience in the telecom industries, especially in the case of Germany and Hungary. One should clearly see that by means of basic penetration figures there are two...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Authors: Ildikó Gergátz, Mária Törõcsik, Krisztián Szûcs

October 20, 2002

Mobile content services from customers' point of view

The paper is an example of researching and handling content services in Eurotel Prague. The strong role of substitutes, primarily the Internet, and limited capability of current hardware represent the main limitations for mobile content services...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Author: Lenka Silerová

October 20, 2002