Resources Library by ANA

Brands and consumers co-creation

Digital technology radically changes the way we build and communicate knowledge. The old pattern of centralized senders and massive receivers is no longer acceptable: 'truth' is the consensus of many opinions, with human knowledge following wikipedia...

Catalogue: Qualitative 2009: The Evolving Human

Authors: Fabio Paiva, Carla Mayumi

Companies: PepsiCo, Box1824

November 19, 2009

Deeply understanding the mind to unmask the inner human

Developing successful marketing strategies requires the unmasking of the inner human using appropriate methodologies. This requires an understanding of how the mind works, how humans process information and make decisions. Many misconceptions in this...

Catalogue: Qualitative 2009: The Evolving Human

Author: Katja Bressette

November 19, 2009

Semantic mining or what we can read between the lines

Semantic Mining provides an effective way of statistically detecting the hidden information in texts, namely to identify patterns and interrelations, peculiarities and the essence of qualitative research data. The methodology is a hybrid between...

Catalogue: Qualitative 2009: The Evolving Human

Authors: Frank Vogel, Andera Gadeib, Heidi Neubert

Company: Dialego AG

November 19, 2009

Shedding light on the digital grey areas of teen dating violence

This presentation comprises a case study of the usage of Web 2.0 technology channels to conduct marketing research to guide creation of a public service campaign directed at teens in the United States. Three years of qualitative research informed...

Catalogue: Qualitative 2009: The Evolving Human

Authors: Benjamin Smithee, Abby Leafe, Judith Oppenheim

November 19, 2009

Even better than the real thing

The definition of 'brand authenticity' is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating their view on authenticity in the current postmodern...

Catalogue: Qualitative 2009: The Evolving Human

Authors: Dirk van Kemseke, Tom De Ruyck

Companies: InSites Consulting, Levi Strauss & Co.

November 19, 2009

If you got it, you flaunt it

This presentation is based on the work carried out on the development of the Unilever Global Deodorant Team Insight Portal. The presentation suggests ways in which insight can be communicated more effectively, introduces the concepts of insight...

Catalogue: Qualitative 2009: The Evolving Human

Authors: David Cousino, Jon Cohen

Companies: Unilever, DigitalPeople

November 19, 2009

Mobile interviewing

This presentation discusses using mobile interviewing and for what purpose, and when and how to effectively use mobile interviewing for surveys, diaries, and ethnographies, as well as how to choose the best technique for a study. The presentation...

Catalogue: Online Research 2009: Online Panels & Beyond

Authors: Steven R. Lavine, Shawna Fisher, Caren Jellison, Usha Thyagarajan

Company: Toluna

October 29, 2009

Inspiring change

Online advertising and marketing is still relatively new, and measuring effectiveness and understanding consumer reactions is correspondingly nascent. The industry (clients and agencies) have accepted that metrics are weak and the self-report...

Catalogue: Online Research 2009: Online Panels & Beyond

Authors: Alison Bryant, Brian Levine, Lauren Weinberg, Marjan Massoudian, Devra Jacobs

Companies: Innerscope Research, Viacom International Media Networks

October 29, 2009

Cultural differences: Draw or barrier?

This presentation summarizes research findings on cultural differences across Communispace-run multinational communities, and extends previous research by exploring how members of multinational communities engage in specific research activity types,...

Catalogue: Online Research 2009: Online Panels & Beyond

Author: Manila Austin

Company: Communispace Corporation

October 29, 2009