Resources Library by ANA

Connecting dots

This paper shares a business case showing how qualitative research, when properly interpreted, led to successful business results by finding the proper positioning for a newly launched brand in Sudan, a country with very challenging market dynamics....

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Author: Diaa Rashwan

November 13, 2011

How technology is changing the way we think

Digital technologies have changed the way we live and work. However, we rarely consider the effects of technologies themselves on our brains and our working practices. Increasingly neuroscience is revealing our brains to have an extraordinary degree...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Author: Sheila Keegan

November 13, 2011

Break through the one-way mirror

A new way to co-create concepts with consumers, making use of Internet ads, is explored in this paper. A wide variety of connectors (first part of verbal concepts) is screened by utilizing Google and Facebook ads. The tool also facilitates research...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Dirk Lorré, Benoit Gaillard

November 13, 2011

Inspiring the senses

This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the presenters advocate a rethinking of current research paradigms in the industry and suggest an...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Oliver Schieleit, Massimo Cealti, Gabriele Niemann

Company: Symrise AG

November 13, 2011

Researching the unresearchable

In the UK, 6,000 people take their own lives every year; 4,000 of them are men. Samaritans sought to develop an ad campaign aimed at reducing male suicide. The campaign was aimed at men in low income groups living in the most socially deprived areas...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Nick Johnson, Nicola Peckett

Company: Volante Research

November 13, 2011

We got a crush on you(th)!

Generation Y (aged 15-30) is the most marketing savvy generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon surpass the Babyboomer's largely documented...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Simona Sbarbaro, Elias Veris, Tom De Ruyck, Joeri Van den Bergh

Companies: InSites Consulting, Viacom International Media Networks

November 13, 2011

'Don't play with food!'

Research is often described as the enemy of innovation. In fact, we ask a lot of participants when requesting they predict future consumption patterns in a focus group. Innovation is about breaking away from patterns. Lateral thinking and stepping...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Doerte Toellner, Helen King

Companies: Point-Blank International GmbH, Bord Bia- Irish Food Board

November 13, 2011

All for one and one for all

Sustainability is the buzzword of the decade. Companies feel scrutinised for 'ethical behaviour' and feel compelled to act. General topics like sustainability are issues to address for every marketing plan, thus the research is designed as a...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Nicole Hanisch, Jens Lönneker

Company: Rheingold GmbH & Co. KG

November 13, 2011

Digital matrimony

In order to keep up with respondents, the market research industry must begin to marry online strategies with integrated mobile and social media outreach. A single digital platform must be considered in order to effectively reach respondents and...

Catalogue: 3D Digital Dimensions 2011: (Online + Social Media + Mobile) Research

Author: Kristin Luck

Company: Decipher, Inc.

October 26, 2011