Resources Library by ANA

Breach the innovators' final frontier

This paper addresses the values of, and applications for, a new qualitative research approach that uncovers consumers' innermost emotional drivers for product and brand choice. It is also an innovative process that encourages participants to be truly...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Karin Wood, Mick Williamson

November 10, 2002

Qualitative research

This presentation aims at demonstrating that qualitative research is a powerful tool when a brand is faced with the complexity of differing markets. It starts with the presentation of the current situation of the Hennessy brand, explaining why it is...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Mark Whiting, Sandrine McClure

Company: Green Light International

November 10, 2002

Synaesthesia

Current concepts of brands pay full attention to the rational and symbolic but often overlook their sensory, experiential or synaesthetic aspects. This paper helps open up this complex and fascinating topic by identifying the principles of...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Peter Cooper, Alan Branthwaite

Company: QRi Consulting Ltd.

November 10, 2002

Mo' Trace

Compagnie has set up a national and international network of youngsters (Mo'Trace) who collect information regarding youth culture and other cultural shifts in their environment.These 'tracers' provide on a continual new input regarding remarkable,...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Claudia Put

November 10, 2002

Positioning condoms for high risk groups in Indonesia

Family Health International (FHI), a non-governmental organization, is spearheading a program in Indonesia funded by USAID and aimed at increasing risk reduction behaviour among individuals at high risk of HIV and other Sexually Transmitted...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Rocky A.C. Hatibie, Jasmine Erna, Achala Srivatsa

Company: Nielsen

November 10, 2002

A new qualitative research tool for global concept testing

At a time when many manufacturers are facing difficult challenges in finding consumer-relevant innovation, global marketing groups are challenging the research industry as a whole to find fast and effective ways to contribute to the development of...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Barbara Busch

November 10, 2002

Consumer research in the context of social transformation

On the basis of research in East Germany, the presentation examines the particular conditions for consumer research in transformation societies. Three hypotheses are presented which will be illustrated using a specific case study.

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Stephan Teuber

November 10, 2002

The brand anniversary model

The Brand anniversary model, which combines creative thinking tools in the process of developing new brand strategies, is presented. Creative thinking tools and Jungian theory of cognitive processes are used both in the consumer research and the...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Doron Ben-Shaul

November 10, 2002

Tracing brands amidst the crisis in Argentina

Qualitative Research usually takes and observes intelligent photographs of social and consumer behavior, assuming that the evolution between points of observation is relatively linear. But movements are not linear, pictures are not valid and...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Fernando Moiguer, Jorge Karol, Paula Magariños, Marita Soto, F. Gentile

Company: Compañia de Negocios Moiguer

November 10, 2002