Resources Library by ANA

Innovate or die

This paper explores, describes and evaluates a number of models used in stimulating innovation, with special application to NPD and brand stretching. It is not intended to be a market research paper as such but instead builds on the author's...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Christine Restall

September 1, 1994

QFD, integrating technique and customer orientation

A comparative qualitative international survey among internationally operating Japanese, American, German and Dutch industrial and industrial services companies shows that technological lead is the critical factor to a company’s success, the...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Authors: Karin Lieshout, Dirk Huisman

Company: SKIM

June 15, 1994

A new dimension to financial product innovation research

Eagle Star, one of the leading manufacturers of home insurance in the UK sought to develop a comprehensive understanding of the diversity of needs and benefits that consumers associate with their property insurance and to quantify what people were...

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

Authors: Peter D. Morton, Crispian Tarrant

June 15, 1994

How to optimise the go/no go decisions

This paper will focus on the interchange between the critical commercial and medical functions and the decisions they can make or change as a result of input from key sources of intelligence and experience. Case studies which illustrate the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Stuart Cooper

June 1, 1994

Using the market to help the product team in the development process

The market research group within Strategic Product Development in SmithKline Beecham Pharmaceuticals embarked on concept evaluation of a new drug, then in early clinical development. In a workshop context, bringing together the whole project team of...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Richard Murgatroyd, Marion Schoenfeld

Company: GSK

June 1, 1994

Commercial assessment of resource allocation

This paper examines the benefits of using multi-disciplinary teams in the development of a new product. Particular emphasis is placed on the risk reduction benefits of a commercial orientation to decisions which have traditionally been made outside...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Simon Fitall

June 1, 1994

Product development and (re)positioning

To collect valid and actionable information for positioning and product development of neuroleptics in case of schizophrenia, 420 psychiatrists and 60 schizophrenic patients were interviewed using a combination of multi attribute models (conjoint...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Eric Meinardt, Dirk Huisman

Company: SKIM

June 1, 1994

Research contribution to brand positioning

This presentation charts the contribution of research to development of Immac as a brand in the depilatory category and hence one of the more sensitive areas in this segment. We outline the key stages of research used in developing the brand...

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

Author: Roger Hawa

January 1, 1994

How research is used to bridge the gap between consumers and product developers in order to optimise products

The increasing opportunities for development of cross-border business and the growing requirement for the major international client companies to rationalise their brands across the world has put renewed demands on international market research...

Catalogue: Seminar 1993: Marketing And International Research

Author: Vivien S. Wilton-Middlemass

June 15, 1993