Resources Library by ANA

Breaking free from the testing mentality

Attending seminars and conferences on 'European' advertising and brands, Levi's is often quoted as an example of how pan-European marketing campaigns can work across Europe. The objective of this paper is to provide a brief insight into the way in...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Kirsty Fuller, Martin Rippon

Companies: RDSi, Levi Strauss & Co.

June 15, 1994

Panel research contributions to product portfolio management: A case study

This paper presents a case study to illustrate how research based on consumer panels can go beyond its conventional applications in new product performance tracking and market share predictions to facilitate strategic decisions in the area of product...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Authors: S. V. Nathan, Raka Garg

Company: Colgate-Palmolive

June 15, 1994

The creativity factor as an important variable in the understanding of campaign effect

This paper is of interest to researchers and marketers involved in communication strategy - from the development of creative ideas to media planning and tracking: The ultimate goal of the study described in this paper is to demonstrate the value of...

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

Authors: Lene Hansen, Lorenz C. Andersen

Company: Nielsen

September 1, 1993

A model for assessing and mapping brand competition calibrated on panel data

This paper describes a methodology aimed at inferring competitive market structure based on real-world choice panel data. The model offers two main results : -1 a competitive map providing a bird's eye view of the competitive structure of the market,...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Dwight Merunka, Jean-Bernard Kazmierczak, Valerie Charriere-Grillon

June 15, 1993

Royal Mail's customer perception and satisfaction index (CPSI)

This paper examines the ways in which various media have been used to communicate the findings from a customer satisfaction tracking study - Customer Perception and Satisfaction Index (CPSI). CPSI is a continuous postal self-completion survey...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Authors: Paul White, Roger Banks

June 15, 1993

Customer, dealer and employee satisfaction

To ensure quality at all levels requires comprehensive and continuous surveys and feedback between customers, dealers and the manufacturer. This allows strategy and action to be integrated at all levels in the meeting of customer needs. The needed...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Authors: Gary Mutz, Ian D. Greig, Simon Howell

June 15, 1993

Myth or reality?

This paper discusses London Underground's continuous Customer attitude research program: known as the Customer Satisfaction Index (CSI). It is written in the spirit of describing the genesis of an actionable management information tool: one that now...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Authors: Mark G. J. Hodson, Robert Falconer

June 15, 1993

Letterbox VS. television screen

The experience derived from analysing several hundred continuous advertising tracking studies, and from conducting qualitative diagnostic research into many of the same advertisements, has led us to a number of hypotheses as to how advertising works....

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Author: Peter Daniels

Company: KANTAR TNS Malaysia

June 15, 1993

Defining and tracking consumer expectations

We define and measure expectations as being what people ideally would like in terms of the discriminating attributes of the choice category. For relevance in the interpretation of expectations it is necessary to view them for the individual and also...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Miriam Comber, Ian D. Greig

Company: Maritz Research

September 1, 1992