Resources Library by ANA

Category management

This paper describes the Category Management methodology used through Consumer Panel information in different countries in Latin America (Argentina, Brazil and Chile), aimed at opportunities for manufacturers and retailers in the search for the best...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Ana Cláudia Hernandes Fioratti, Dionisio Seissus García

October 24, 2004

Understanding consumer behaviour

Years of experience with market research led to some key questions, especially those related to information delivery, that could be used in a tactical as well as in a strategic way.The second challenge was to define information and customer needs in...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Luiz Fernando Goes, Sonia Bittar

October 24, 2004

Women of Brazil

This paper covers a deep study on feminine nuances both in urban Brazilian nuclei and in root communities (aboriginal, black, riparian, from the inland and the Amazon). For that purpose, it developed a new way of investigation that seeks to study...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Oriana Monarca White

October 24, 2004

Cool

Having followed the implementation of a project conducted in eight European countries under the coordination of Research International UK which identified cool brands in six product categories, we decided on a similar project in order to understand...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Paulo Carramenha, Helena Palla, Paula Felice

October 24, 2004

"I like it"... Whatever that means

This paper discusses the discipline known as Sensory Evaluation and the importance it gives to language, be it to understand the consumer's spontaneous thinking or to explain perceivable product characteristics. The paper also addresses how these two...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Daniel L. Pedrero

October 24, 2004

Latin American trends: Local societies, local consumption and global brands

The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels.The...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Esteban Socorro, Fernando Moiguer

Companies: The Coca-Cola Company , Compañia de Negocios Moiguer

October 24, 2004

Segment optimization

A cornerstone of marketing theory is that segmentation can play a crucial role in any marketing strategy. The purpose of this paper is to offer an approach that integrates the subjective and objective aspects of segmenting markets to enable the...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Douglas MacLachlan, Michael Mulhern

October 10, 2004

360° brand

This paper is a case study about the brand development of the mobile operator MobiMak from the emerging country of Macedonia.

Catalogue: ESOMAR Conference on Marketing 2004

Author: Elena Gligorovska

October 10, 2004

Conjoint measurement and real options

The authors argue that a combination of conjoint analysis and real option valuation can improve the forecasts of a new product's success. The paper explores the importance of finding a crucial link between marketing and finance in product...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Marek Dietl, Radoslaw Rejman

October 10, 2004