Resources Library by ANA

A quest for answers

Everyone wants to know why consumers choose brand A, switch from A to B, believe X and behave in certain ways. Yet most of the time, consumers don't know whyThis presentation looks at alternatives to why and more broadly, the best questioning methods...

Catalogue: Congress 2007: Excellence

Authors: Sarah Hamburger, Stephen Phillips

September 19, 2007

Leadership

This presentation, based on a series of podcasts with leaders past and present, examines what it is that is generally defined as marking out a leader and how (if at all) the leaders that have shaped our industry conform to that definition.Using...

Catalogue: Congress 2007: Excellence

Author: Simon Chadwick

September 19, 2007

Racing past the barriers

With the help of path breaking innovative research, TVS, a leading two-wheeler company in India, moved beyond the conventional path of functional, technical and design superiority to build a deeper connection with the consumer through the brand. Set...

Catalogue: Congress 2007: Excellence

Authors: Poonam V. Kumar, Prasad Narsimhan

Company: KANTAR TNS Malaysia

September 19, 2007

Back on track

This presentation describes how Rexona lost its way in France and how research created a new category language to show the way back to growth. A fusion of different approaches was used including Semiotics, Extended Creativity Groups, In-depth...

Catalogue: Congress 2007: Excellence

Authors: John S. Pawle, Jaroslav Cir, Simon Patterson

Companies: Unilever, QRi Consulting Ltd.

September 19, 2007

Beyond research

What emotions are really, and how can we structure these emotions before assessing how we can actually measure them? Together with i-City, Psilogy is developing a profiling system that accounts for both behavior and emotion, taking into account the...

Catalogue: Congress 2007: Excellence

Authors: Philip De Wulf, Emmanuel Verhagen

September 19, 2007

Finding and developing new talent

There is now general agreement that market researchers need a broader skill set in order to cope with today's complex business environment. But our industry has been slow to make a breakthrough in developing training for newcomers in these wider...

Catalogue: Congress 2007: Excellence

Authors: Mario van Hamersveld, David Smith

Company: DVL Smith Ltd

September 19, 2007

Stop asking questions

The challenge for MR is to deliver the insight needed to make the right management decisions. The basic MR tool is asking questions, analysing the answers through statistics and/or interpretation and deriving meaning from this analysis; however, this...

Catalogue: Congress 2007: Excellence

Authors: Dave Snowden, Jochum Stienstra

September 19, 2007

Analysis of eye properties

The presentation introduces a measurement method embedded in software that makes it possible to measure the immediate unconscious and uncontrollable emotional responses before they are cognitively perceived, interpreted, and biased by our mind. The...

Catalogue: Congress 2007: Excellence

Author: Jakob de Lemos

September 19, 2007

Second life

This presentation describes the birth of a new research methodology developed by Repè in a 3D immersive environment. It follows the development of an original research approach for studying the consumers 2.0 that expresses everything they hold in...

Catalogue: Congress 2007: Excellence

Authors: François Abiven, Emilie Labidoire

Company: Reperes

September 19, 2007