Resources Library by ANA

Focus on the flow of enthusiasm

Superpromoters are clients who share their enthusiasm about particular products, brands and companies and influence other people by doing so. The theory urges companies to focus more on the enthusiasm of these customers. In 2011, Blauw conducted a...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Rijn Vogelaar, Arne van de Wijdeven

Companies: Philips International, Blauw Research

September 13, 2012

Research without borders

Our role is to shape decision-making. In large multinationals, the global structure of the marketing organization largely determines whom we get to influence. Evolving structures further complicate or limit our role. However, the researcher is...

Catalogue: Congress 2012: Accelerating Excellence

Authors: C. Frederic John, Liz Moore, Anna Mariano

Companies: MasterCard, Chrysalis Partners

September 13, 2012

The history of men's underwear

When you got up this morning did you really think about what specific pair of underwear you put on? Sure, now I am asking you can think of good pragmatic reasons. But have you really thought about why the underwear in your drawer got there. Marketers...

Catalogue: Congress 2012: Accelerating Excellence

Author: Dave McCaughan

September 13, 2012

Designing the club of tomorrow

The global design project of Heineken, 'Open Design Explorations Edition 1: The Club' invited talented emerging designers from around the world to co-create the club of tomorrow. A three-week Market Research Online Community (MROC) with 120...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Filip De Boeck, Henk Eising, Caroline Van Hoff, Tom De Ruyck

Companies: InSites Consulting, Heineken

September 13, 2012

From the bottom of the heart!

Homo sapiens' first attempts at passing information through time took the form of paintings. In India emotions speak louder than words. Words hold less meaning in such a culture and fewer ideas can be communicated or elicited through them alone. If...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Jaisy Desai, Akash Sahu, Michael Sack

Company: Ipsos MRBI

September 13, 2012

Mergers in a changing market research world

Most of us will experience a merger or acquisition at some point in our careers, but many fail to produce the hoped-for benefits. Studies indicate that over half of public acquisitions end up reducing the value of the companies involved. Mergers are...

Catalogue: Congress 2012: Accelerating Excellence

Author: Michael Mitrano

Company: Transition Strategies Corporation

September 13, 2012

Money talks

This presentation illustrates how storytelling can unlock more transformational insight in an industry characterized by inflexibility, complexity and challenging relationships between brands and consumers and elevate beyond the very rational, logical...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Esther Garland, Riki Neill, Henrietta De Souza

Company: Face

September 13, 2012

What's a nice insight like you doing in a concept like this?

Great consumer insights can inspire powerful product ideas, which in turn should be transformed into winning concepts. And yet, as marketers increase their expertise at uncovering insights and truly understanding their consumers' needs, there is a...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Lee Markowitz, Barbara Garau, Lourdes Alvarez-Chavarria

Company: Ipsos MRBI

September 13, 2012

Creators in their own 'write'

In 2011, Meredith Corporation wanted to invigorate and transform The Ladies' Home Journal to reach a younger and broader audience. They came up with an innovative idea: allow readers to produce the majority of its articles. Meredith turned to their...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Britta C. Ware, Manila Austin

Company: Communispace Corporation

September 13, 2012