Resources Library by ANA

Shifting sands and winning brands

The last decade has seen the fruits of the oil boom materialize in the form of foreign brands, satellite TV, affluence and hence shifting mindsets. A new generation has appeared. Weaned on satellite TV, they have been afforded exposure to foreign...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Dipen Mehta, Ken McDermott

November 10, 2002

Bunking with your customers

This paper provides the methodology and findings from an innovative research programme specially designed for Kids, created by BrainStore and commissioned by Nickelodeon International. Nickelodeon International desired to learn how a programming...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Laura E. Wendt, Petra Sonderegger

Company: Viacom International Media Networks

November 10, 2002

Performers and partners

This paper explores the role of video in ethnographic U.S. market research. We suggest that video is the fantasy du jour for marketers and the question we pose is why? What has made videotape so appealing and so seductive? The belief in video's...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Rita Denny, Patricia L. Sunderland

November 10, 2002

Even cowboys get the blues

This paper sets out to argue that the influence American culture exerts on (young adult) European consumers is showing signs of decline, as a result of a decline in the relevance of the values of the 'America Brand', as currently expressed. It...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: David Burrows, Sarah Castell

Company: Flamingo

November 10, 2002

Building a symbol character

This paper reviews the research work developed for the Telefonica Super 15 campaign launch in Brazil.In the study, the advertising agency, the client and the research institute managed to create a symbol character along the different research stages...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Ana Helena Meirelles Reis, Maria Pia Bussoloti, Vera Ferraz

November 10, 2002

How to 'lose weight' qualitatively

What does qualitative research has to do with losing weight? Seemingly nothing! This paper describes how, by doing research on weight loss and the question of motivation, we came to a new understanding of our own role as researchers and consultants....

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Naama Forsrup

Company: Ipsos MRBI

November 10, 2002

Quallyfication

The author argues the value of the qualitative mode can be particularly well harnessed if not restricted to the qualitative method. It can by definition add insight to almost any piece of information, including numbers. There is no reason why the...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Andy Dexter

Company: DVL Smith Ltd

November 10, 2002

What's right for focus groups now?

This presentation is a joint collaboration of two US qualitative researchers who do not necessarily agree on what?s right for focus groups now. Do you agree with one or the other, or fall some place in between?

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Judith Langer, Naomi Henderson

November 10, 2002

Assessing corporate brands and product brands in pharmaceuticals

The pharmaceutical industry follows a model where product brands stand alone and the company is not strongly linked to any specific prescription brand. This allows potential corporate protection should a leading brand have PR issues around a drug....

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Angelina Dolan, Alice Neal, Sally Graham, Nicole Liptrot

November 10, 2002