Resources Library by ANA

Thresholds in brand awareness (French)

Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...

Catalogue: ESOMAR Congress 1987

Authors: Jean-Nöel Kapferer, Gilles Laurent

Company: IFOP

September 1, 1987

Getting the basics right

The first part of the paper puts the case for undertaking qualitative research within a comprehensive model of consumer dynamics that cover the basics of product and brand use and choice. It discusses the role of qualitative research in going beyond...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1986

Tell me a story! (German)

In the papers on qualitative market research, which were read at the past two ESOMAR congresses, the slogan "new qualitative research" was formed. It referred to the presentation of a number of "new" methods and questioning procedures, part of which...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Gerhard Batz

Company: PSYMA

June 15, 1986

Tell me a story!

In the papers on qualitative market research, which were read at the past two ESOMAR congresses, the slogan "new qualitative research" was formed. It referred to the presentation of a number of "new" methods and questioning procedures, part of which...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Gerhard Batz

Company: PSYMA

June 15, 1986

Researching the subconscious effects of advertising

The aim of this paper is to reawaken interest in researching the ways that advertising works at subconscious levels and to focus attention on how qualitative research can attempt to elicit these subconscious responses. Many consumers are not...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Heather Mulholland

June 15, 1985

The transitional years and their marketing implications

This paper initially highlights the major developmental landmarks of the adolescent period, focussing specifically on the social and psychological adjustments which are demanded of the individual. This examination not only presents a concise picture...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer

Authors: Anjala Ahluwalia, Sarah Wilders

June 15, 1984

How to make the most of your brand

This example shows well that this way of reasoning and its pertaining techniques made it possible to find a competitive locating which helped to endow red AMBASSADEUR with a strong personality and to use at the same time all the potentialities of the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Authors: Richard Lancestre, Anne Marie Naud

June 15, 1984

The outlook on life of german youth

The basis of this paper is a qualitative study on the topic of feelings towards life of German youth. Youth are obviously at the same time a widely discussed and a poorly understood subject; at least there are too many, too conflicting, too ambiguous...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer

Author: Manfred Schillinger

June 15, 1984

How to make the most of your brand (French)

This example shows well that this way of reasoning and its pertaining techniques made it possible to find a competitive locating which helped to endow red AMBASSADEUR with a strong personality and to use at the same time all the potentialities of the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Authors: Anne Marie Naud, Richard Lancestre

June 15, 1984