Resources Library by ANA

Harnessing the grapevine

The rise of word-of-mouth is placing increasing importance on consumers at the centre of the conversation.These consumers, once identified, can be a valuable resource not only for carrying messages, but throughout the marketing cycle from identifying...

Catalogue: Congress 2005: Making A Difference

Authors: Jan Berry, Tim Wragg

Company: GfK

September 21, 2005

Transforming American Express

This presentation examines the role of qualitative research in the transformation of American Express' US Small Business Services division, an issuer of credit cards, into OPEN: The Small Business Network from American Express, a network of financial...

Catalogue: Congress 2005: Making A Difference

Authors: Jeremy Diamond, Amy Markus

Company: American Express Company

September 21, 2005

How to KISS?

The paper describes a specific philosophy and a new methodology for conducting fragrance market research, i.e., TEST NOMADE. The better understanding of the rationale and merits of this methodology and its evolution from the initial ideas are...

Catalogue: ESOMAR Fragrance Research Conference 2005

Author: Olivier L. Aron

May 15, 2005

Research World (May 2005)

There are numerous anecdotes demonstrating how inventors and entrepreneurs had no clear vision of how new products would be adopted or used. Because of the lack of growth in a lot of markets, efforts are being stepped up to identify successful new...

Catalogue: Research World 2005

Author: ESOMAR B.V.

May 1, 2005

SkyView

Two major issues facing television audience research are the requirement to measure fragmented audiences accurately and the demand for measures of return on investment. This paper outlines a new development using set top box data. With the help of...

Catalogue: ESOMAR Panel Research Conference 2005

Author: Julian Dobinson

April 17, 2005

From aesthetic trends to new value signs

In 2004 Philips launched its new brand positioning 'Sense and Simplicity'. To articulate this positioning through design, Philips Design works according to the High Design process; a multidisciplinary and human-centered approach that led to...

Catalogue: ESOMAR Conference on Digital Futures 2005

Author: Brechje Vissers

Company: Philips International

March 1, 2005

A market research training simulation

Market research training must form a part of marketers' educational programmes if we want them to employ and value it when they gain the reins of power as their careers progress. But how to do so in a manner that both excites and motivates them, when...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Jos Vervoort, Michael M. Roe

February 27, 2005

The case for in-the-box innovation

This paper describes a groundbreaking international case study proving that a much larger number of relevant, actionable, and original new product ideas can be generated by using creativity techniques that encourage 'in-the-box' thinking as opposed...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Leyla Namiranian, Gwen Smith Ishmael

Company: Decision Analyst, Inc.

February 27, 2005

Reengineering the research process

Innovation in the early decades of the market research industry was demand and product focussed while in the later stages the innovation was driven by the availability of new techniques and was process focused.It depends on the business model a...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Sander van Meeuwen, Dirk Huisman

Company: SKIM

February 27, 2005