Resources Library by ANA

Brand keys

This multi-national case study describes the harnessing of consumer bonding measurements to optimize the likelihood of successfully launching new products or services. The study introduces a new research discipline; Brand Keys. Based upon established...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Robert Passikoff

Company: Dentsu Macromill Insight

June 15, 1992

Technofear: Its influence on the design of consumer durable P products

Companies involved in the design and marketing of consumer durable products with a level of technical complexity have to cope with the situation where the technical sophistication of the product may outweigh the technical sophistication of the people...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Authors: Sean Ennis, Colin Mc Gilvray

June 15, 1992

Added value products

The Spanish Financial Sector is undergoing a big process of change and mergers and in the future far fewer financial entities will offer a far wider range of products. Customers are losing their loyalty to the financial institution and establishing...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Author: Felix Serrano Alda

June 15, 1992

The development of a wallpaper stripper

Probably 95% or more of all NPD in the durables sector is associated with product evolution and range extension. Once in a while, with luck, the NPD marketer gets the opportunity to substantially innovate a product category. The process isn't that...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Author: Des Hassell

June 15, 1992

Laboratory price response measurement in testing new products

Finding the "right" price is one of the main problems of any marketing strategy. To solve this problem it is necessary to have information on the effects of price changes on demand, i.e. on the form of the price response function. To derive this...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Authors: Bernd Erichson, Karl-Ludwig Börtzler

June 15, 1992

General user experience of international research on children

During recent years we have seen a tendency towards children being looked upon as independent consumers who to a large extent do not depend on the influence of their parents. This means an increased focus on children's' needs and demands by the...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?

Authors: Niels Sandal Jakobsen, Lisbeth Flydtkjaer

June 15, 1992

Panel discussion: Design and marketing

The following paper is a ’live’ transcript of the panel discussion which concluded the New Products session. Although the discussion touches on some important areas of theory, the main emphasis is on the practical issues faced by designers,...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Authors: Patrick Le Quément, Philip Wade, Daniel Bachelet, Gianpiero Benevolo, Richard Brookes, Lorne D. McMillan

June 15, 1992

Responding to market change by new brand development

In this paper I intend to focus upon the growing significance of new product development and brand strategy within the GCC markets - and indeed, the Middle East as a whole. In order to do so, I will examine first the growth of NPD in Western Europe...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Author: David M. Craton

June 15, 1992

The use of consumer research to assess the potential and optimize the launch of a new brand in the Arabian Peninsula

For many years Head and Shoulders was Procter and Gamble's only entry in the shampoo market in the Middle East. H&S was by far the leading anti-dandruff shampoo enjoying very high market shares throughout the Arabian Peninsula. The problem,...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Author: John F. Cook

Company: Procter & Gamble

June 15, 1992