Resources Library by ANA

The evolution of the global consumer insight capability

This paper describes how the market research function at Ford Motor Company has successfully transformed itself to help meet the corporate objectives set forth by senior management. The company became committed to “Delivering on the promise...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Art Redmond, Jack McDonald, Ducan Lawrence

September 23, 2001

Marketing mix

This paper describes the final phases of consumer testing utilizing Marketing Mix Studies conducted for many fragrance marketers and/or developers. The Marketing Mix Study as developed by Research 100 consists of a blind top note evaluation which...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Author: Michael H. Sandler

December 1, 1996

Fragrance creation

This paper addresses the topic of fragrance development within a fragrance house. Utilising consumer input at the inception of fragrance theme creation assures that the final submission will best meet marketer and consumer expectations.

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Author: Beth A. Prevost

December 1, 1996

Copy research... who needs it?

This paper argues that a holistic assessment of the conceptual appeal and the persuasive power of a piece of copy is best made by the ultimate consumer rather than an inward looking "expert opinion” as sometimes suggested by people in the...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mahmoud Aboul-Fath

Company: Procter & Gamble

January 1, 1994

Generating idea from consumers

The paper considers current and developing creative research methods used in generating ideas from consumers in the area of new product development. The role of consumers as idea-generators is discussed within an overall model commencing from a...

Catalogue: Seminar 1983: New Product Development

Authors: Cliff Holmes, Sheila Keegan

November 2, 1983