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Research papers

Changes in attitude to care of the elderly as a basis of a marketing strategy for insurance products

In Austria, as in an number of OECD-countries, the system of state-sub sidized provision for old age has, because of demo- graphic development, come in need of adjustment. The public did not become aware of this fact until the early 1980's, when...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Heinz J. Zeilhofer
June 15, 1989
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Citation

Zeilhofer, H. J. (1989a, June 15). Changes in attitude to care of the elderly as a basis of a marketing strategy for insurance products. ANA - ESOMAR. Retrieved February 17, 2026, from


https://ana.esomar.org/documents/changes-in-attitude-to-care-of-the-elderly-as-a-basis-of-a-marketing-strategy-for-insurance-products


Research papers

Selecting advertising routes for older target audiences (more than one way to skin a cat)

Our paper describes TBWA's approach to analysing advertising and how it can be used to isolate the different ways of communicating most effectively to old people as various brands' messages differ. The approach basically involves splitting the...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Jane Fiori, Patrick Peigne
June 15, 1989
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Citation

Fiori and Peigne (1989a, June 15). Selecting advertising routes for older target audiences (more than one way to skin a cat). ANA - ESOMAR. Retrieved February 17, 2026, from


https://ana.esomar.org/documents/selecting-advertising-routes-for-older-target-audiences-more-than-one-way-to-skin-a-cat-


Research papers

From number of sales to market share

Grocery chain supermarkets, are subject to local conditions which may greatly influence their performance. The marketing function has the responsiblity for investigating the current conditions and the potential for each store. The companies...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Authors: Franco Cloni, Massimo Milleri
June 15, 1989
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Citation

Cloni and Milleri (1989a, June 15). From number of sales to market share. ANA - ESOMAR. Retrieved February 17, 2026, from


https://ana.esomar.org/documents/from-number-of-sales-to-market-share


Research papers

How marketing influences sensory perception, and how sensory perception should influence marketing

The accepted definition of a "brand" is reviewed, and discussed in the light of the need for both R and D and marketing to be aware of what makes up the totality of a brand. While marketing has accepted that a brand has a personality and is far more...

Catalogue: Seminar 1989: Research For Flavours And Fragrances
Author: Derek C. Martin
June 15, 1989
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Citation

Martin, D. C. (1989a, June 15). How marketing influences sensory perception, and how sensory perception should influence marketing. ANA - ESOMAR. Retrieved February 17, 2026, from


https://ana.esomar.org/documents/how-marketing-influences-sensory-perception-and-how-sensory-perception-should-influence-marketing


Research papers

The elderly segment of the Italian population

This paper draws an outline of that segment of the Italian population aged between 55 and 74 years. The paper sheds light on the behavioural patterns and values of the elderly group compared to those of the average, related to several areas: spare...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Paolo Anselmi
Company: GfK
June 15, 1989
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Citation

Anselmi, P. (1989a, June 15). The elderly segment of the Italian population. ANA - ESOMAR. Retrieved February 17, 2026, from


https://ana.esomar.org/documents/the-elderly-segment-of-the-italian-population


Research papers

The need for a systematic approach to product optimisation and flavour development research

This paper discusses in practical terms the problems which can affect research in the area of product optimisation and flavour development, as viewed from the standpoint of an agency researcher specialising in food and drink research. The...

Catalogue: Seminar 1989: Research For Flavours And Fragrances
Author: Philip Crofts
Company: FDS International Ltd
June 15, 1989
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Citation

Crofts, P. (1989a, June 15). The need for a systematic approach to product optimisation and flavour development research. ANA - ESOMAR. Retrieved February 17, 2026, from


https://ana.esomar.org/documents/the-need-for-a-systematic-approach-to-product-optimisation-and-flavour-development-research


Research papers

Latent market positions

Market segmentation often requires that different sets of variables are taken into account. Examples are demographic, psychographic or behavioral variables. A combination of complicated techniques (e.g. canonical analysis, cluster analysisis and...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Dirk Sikkel
June 15, 1989
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Citation

Sikkel, D. (1989a, June 15). Latent market positions. ANA - ESOMAR. Retrieved February 17, 2026, from


https://ana.esomar.org/documents/latent-market-positions


Research papers

Bridging the language gap between consumer and flavour/fragrance developer and marketeer to improve product optimisation

This paper examines the shortcomings of traditional product testing techniques. Problem areas associated with using consumer information to direct product development are highlighted and some of the new product testing techniques now available to...

Catalogue: Seminar 1989: Research For Flavours And Fragrances
Author: Vivien S. Wilton-Middlemass
June 15, 1989
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Citation

Wilton-Middlemass, V. S. (1989a, June 15). Bridging the language gap between consumer and flavour/fragrance developer and marketeer to improve product optimisation. ANA - ESOMAR. Retrieved February 17, 2026, from


https://ana.esomar.org/documents/bridging-the-language-gap-between-consumer-and-flavour-fragrance-developer-and-marketeer-to-improve-product-optimisation


Research papers

Research on values and consumer trends in Norway

This paper is a brief presentation of the bi-annual survey called The Norwegian Monitor, an extensive survey mapping the value-pattern of the population. The value-pattern describes people's convictions and objectives in life, and can therefore...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Erik Dalen
June 15, 1989
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Citation

Dalen, E. (1989a, June 15). Research on values and consumer trends in Norway. ANA - ESOMAR. Retrieved February 17, 2026, from


https://ana.esomar.org/documents/research-on-values-and-consumer-trends-in-norway