Resources Library by ANA

Consumption values and brand attachment

This paper presents an exploratory qualitative investigation which aims to clarify the types of relationships consumers have with familiar products and brands and the extent to which this familiar "brandscape" can arouse attachment behaviour. The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Benoit Heilbrunn

September 1, 1996

The interactive consumer

The purpose of this paper is to show the importance of understanding consumer behaviour through research, in two main areas of the telecommunications market place. Firstly, it will discuss the importance of considering the consumer within the broader...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Author: Clare Lees

June 15, 1996

Financial service, brand realities

This paper examines the challenges and opportunities facing financial service brands against a background of structural insecurity in Europe, and explores the most profitable ways of using total communications. It examines the key consumer or...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance

Author: Jack Paramore

May 1, 1996

From customer satisfaction to customer segmentation

This paper describes how research was used to help Shell UK to develop a strategy to understand and build relationships with consumers in a market which has become increasingly competitive: the UK petrol/ diesel market The paper demonstrates the need...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Stephen Bairfelt, Trevor Richards

Company: Shell Global

June 15, 1995

The detailed evaluation and analysis of the cardiovascular market in Russia

The paper reports the results of a detailed study of the cardiovascular marketplace in Russia. This was a diary study executed among 97 generalists and 50 specialists working in polyclinics across Russia. The study covered all aspects of 2,367...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: Marianne Fletcher, Natasha Retejum, Stephen Godwin

Company: KANTAR TNS Malaysia

June 1, 1995

Managing customer relationship profitability

This paper focuses on customer relationships in retail banking. Understanding customer relationships and especially the profitability of them requires the development of new concepts and tools. The paper discusses some concepts and tools available to...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Authors: Kaj Storbacka, Aulikki Luukinen

June 15, 1994

Reports of the death of brands have been greatly exaggerated

The paper criticises the widespread speculation following "Marlboro Friday" in 1993 that consumers have turned against brands and are increasingly motivated by price alone. Retailer power is a real phenomenon, but many of the other claims made about...

Catalogue: Seminar 1994: Building Successful Brands

Author: Paul Feldwick

June 15, 1994

Unusual bedfellows

In 1993 Girobank decided to embark upon a mystery shopper exercise to provide information as input to its Total Quality management system. Girobank had already undertaken regular monitoring of its customer service through continuous customer surveys...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Authors: John Buckle, Sarah McKee

Company: MSS Research

June 15, 1994

In TQ, the process can be as important as the results

This paper describes how Unilever's Personal Products Companies in Europe used a Customer Satisfaction Survey to improve their relationship with their customers in the retail trade. It does not present a revolutionary approach to the methodology of...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Authors: Deborah Petty, Ian Hewitt

September 1, 1993