Resources Library by ANA

Too much reality?

The prevailing celebration of technology-enabled access to 'raw' consumer realities is challenged in this presentation. While acknowledging the many benefits that video-ethnography and social media bring (emotional engagement, richness and texture,...

Catalogue: Congress 2011: Impact

Authors: Sangeeta Gupta, Anjali Puri

Companies: KANTAR TNS Malaysia, PepsiCo

September 18, 2011

A fresh look at our eyes

Innovation in the competitive mascara market dates from the 1950s. To go beyond incremental innovation and redefine category boundaries, InProcess capitalized on its anthropocentric approach and its methods in complexity management to provide LVMH...

Catalogue: Congress 2011: Impact

Authors: Germaine Gazano, Christophe Rebours

September 18, 2011

Enlightened gardens

Philips Lighting needed insights in garden needs with the potential to make a change in the garden lights market. It was important for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers,...

Catalogue: Congress 2011: Impact

Authors: Pamela Pauwels, Ank van Ophoven, Jochum Stienstra

Companies: Ferro Explore!, Philips International

September 18, 2011

Making insights count

A new way of delivering insights: both verbally and in writing using tools unashamedly borrowed from the world of journalism, will be introduced in this presentation. The presenters argue that the application of journalistic principles to the...

Catalogue: Congress 2011: Impact

Authors: Barbara Langer, Roger Banks

Companies: Incite Marketing Planning, eBay

September 18, 2011

'All humanity is one undivided and indivisible family' (Mohandas K. Gandhi)

Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe. It is especially interested in the family market where change and transition can challenge cultural values. Unilever has commissioned a...

Catalogue: Congress 2011: Impact

Authors: Catriona Ferris, Barbie Clarke

Company: Unilever

September 18, 2011

Research in a world of irrational expectations

Our industry works hard for the truth and often sees it as our domain, yet sometimes the way we go about research moves us further from 'real' truth. More attention is needed to what Behavioural Economics findings mean for Market Research, not just...

Catalogue: Congress 2011: Impact

Authors: Stephen Phillips, Abigail Hill

September 18, 2011

All fun and games?

This paper describes an experiment in which a single questionnaire was fielded in four different styles of presentation: text only, decoratively visual, functionally visual, and gamified. Respondents were randomly assigned to only one presentation...

Catalogue: Congress 2011: Impact

Authors: Theo Downes-Le Guin, Joanne Mechling, Erica Ruyle, Reg Baker

Company: Market Strategies International

September 18, 2011

Behaving economically with the truth

Traditional economists would have us believe that people are rational, utility-maximizing, cost-minimizing and socially isolated individuals with stable preferences. This view also pervades market research and our practices but is being challenged by...

Catalogue: Congress 2011: Impact

Authors: Peter Harrison, Alain Samson, Orlando Wood

Company: BrainJuicer

September 18, 2011

Developing second generation mobile research techniques

A unique mobile research platform that creates flexible and engaging research applications via a toolkit of real-time question and feedback tools is introduced in this presentation. The ultimate mobile research objective is to develop a method that...

Catalogue: Congress 2011: Impact

Authors: A. J. Johnson, Rolfe Swinton

Company: Ipsos MRBI

September 18, 2011