Resources Library by ANA

The brand anniversary model

The Brand anniversary model, which combines creative thinking tools in the process of developing new brand strategies, is presented. Creative thinking tools and Jungian theory of cognitive processes are used both in the consumer research and the...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Doron Ben-Shaul

November 10, 2002

The beginning?

With major expenditure on 3G licenses by various network suppliers and massive R&D costs incurred by hand-set manufacturers, it is vital for key market players to optimise 3G strategy. This paper explores the consumer element of these strategies and...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Authors: David Walker, Bruce Bogle, Theano Anastasopoulou

October 20, 2002

Anticipate - don't just react

This paper describes the development and validation of a trendsetter segmentation model which provides the measurement of willingness to innovate and the potential for interpersonal influence on basis of four validation studies possible. The new...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Bernad Batinic, Andera Gadeib

Company: Dialego AG

September 22, 2002

Why we have to change the language of market research

Market research is caught in a historic language trap. Our perceived discourse is 'scientific' and 'rational', at a time when clients are looking for 'insight' and 'creativity'. We will not finally shed our image until we break our codes, change our...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Monty Alexander, Virginia Valentine

September 22, 2002

The future of simulated test markets

The changes occurring in new product marketing and business management that will require significant changes to Simulated Test Market (STM) models are addressed. Specifically, current STM models are not well suited for the future marketing world of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Joseph Willke

Company: Nielsen

September 22, 2002

Renewing market segmentation

The intent of this paper is to present researchers with an innovative use of state-of-the-art tools to solve problems that are too often glossed-over. The usual and standard tools and methods of benefit segmentation as practiced by most researchers...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Steve Cohen, Paul Markowitz

September 22, 2002

Revue Française du Marketing 2002 (N. 188)

Le regard que nous portons sur les activités de service a beaucoup évolué et les différentes interprétations liées à la notion mêmede service expliquent en partie que les universitairescomme les praticiens rencontrent des...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

April 10, 2002

Analytics count

Companies today are acutely aware of the tremendous benefits associated with understanding customers. Many have embraced customer relationship management (CRM) to achieve this understanding. Thus, companies have invested in customer-facing software...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Arthur O'Connor, Annie Pettit

March 17, 2002

Global market research in the Internet age

The rapid pace of globalization is placing extreme demands on market researchers. Enabling technologies exist to permit market researchers to deliver breakthrough capabilities in terms of understanding customers and consumers while delivering...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Raymond C. Petit, Robert W. Monster

February 3, 2002