Resources Library by ANA

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

Measuring and managing reputation

A novel approach to leveraging reputation tracking data in business decision making to improve a leading direct selling company's global reputation is reviewed in this presentation. It documents how reputation drivers were isolated, tracked and...

Catalogue: Congress 2011: Impact

Authors: Scott Miller, Yogesh Chavda

Company: Ipsos MRBI

September 18, 2011

Believe in better

This case study charts the intense and creative journey followed since December 2010 when MESH Planning was awarded British Sky Broadcasting's Brand and Content campaign evaluation tracking. It includes the rapid development of processes,...

Catalogue: Congress 2011: Impact

Authors: Danny Russell, Hugh Wilson, Fiona Blades

Companies: MESH Experience, Sky Limited

September 18, 2011

Design empowered innovation

How marketing organisations can innovate better by enriching traditional expertise with tools from the world of design will be reviewed in this presentation. By focusing on individuals, moments and journeys in ethnography, insights become deeper. By...

Catalogue: Congress 2011: Impact

Authors: Ben Wood, David Stocks, Mark Whiting

Company: Added Value

September 18, 2011

Mobile= location= effect

This paper reports on two studies researching the effect of mobile location-based ads to perceived intrusiveness of those ads. For the reported studies, shoppers received an ad on a smartphone in a simulated 3D supermarket (projected in four...

Catalogue: Congress 2011: Impact

Authors: Marnix van Gisbergen, Arief E. Hühn, Paul E. Ketelaar, Vassilis-Javed Khan, Koos Nuijten

September 18, 2011

Re-defining marketing measurement

The paper describes how superior modelling processes have developed in order to keep pace with, understand and measure the plethora of consumer touchpoints now used by marketers both online and offline. Further, it looks at the entire customer...

Catalogue: Congress 2011: Impact

Author: Hilary Perkins

September 18, 2011

Research getting a C-Suite seat

This paper reviews the Life Rhythm Knowledge Center case and demonstrates the approach used to build a knowledge center for Vodafone. The way research is to become more impactful is by building knowledge, not through single research projects or...

Catalogue: Congress 2011: Impact

Authors: Philip De Wulf, Nord van de Mosselaer

Company: Vodafone Group

September 18, 2011

From brilliant to actionable

This paper will describe the collaboration between Hershey's and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical...

Catalogue: Congress 2011: Impact

Authors: Mark Garratt, Rafael Alcaraz, Steve Cohen

Company: In4mation insights

September 18, 2011