Resources Library by ANA

Local jewels and global heroes

This presentation explores globalisation from a marketing and particularly brand management perspective.The Fusion Model distinguishes three different types of brands according to their heritage and link to local or regional cultures and history:...

Catalogue: Congress 2007: Excellence

Authors: Yijun Ma, David Lee, Ute Rademacher

Company: Ipsos MRBI

September 19, 2007

No more death by research debrief

Research presentations often overwhelm audiences with endless slides and charts. This debrief phase is arguably the most important part of the research process.Until research has been used to motivate an action or improve decisions, the project has...

Catalogue: Congress 2007: Excellence

Authors: Amy Ricketts, Anette Bendzko

Company: GfK

September 19, 2007

Using faces

This presentation outlines what led to the construction of our emotional measurement technique, and the psychological theory underpinning it. It describes some important new findings for the measurement of emotion in advertising: Emotions drive...

Catalogue: Congress 2007: Excellence

Author: Orlando Wood

Company: BrainJuicer

September 19, 2007

60 Years: Then and now

How Philips has evolved its market research practices over the last decades is explained in this presentation, using examples from the past to contrast with recent projects that illustrate some of the new ways of working which have contributed to...

Catalogue: Congress 2007: Excellence

Authors: Charmian Tardieu, Maarten Schellekens

Company: McKinsey & Company

September 19, 2007

Dancing with inspiration

The brand challenge is to be attractive enough to be noticed on the dance floor and then to invite, inspire and at best create a dynamic relationship where brand and consumer become dance partners.This presentation depicts how a consumer-connected...

Catalogue: Congress 2007: Excellence

Authors: Natascha Haehling von Lanzenauer, Elisabeth Vorwerk, Claudia Antoni

Company: Happy Thinking People

September 19, 2007

Happy malcontents

What increases our happiness? Does wealth make us less stressful and happier? Does stress make us unhappy? What is the relation between our material as well as psychological well-being on one hand and satisfaction with social conditions on the other?...

Catalogue: Congress 2007: Excellence

Author: Krzysztof Zagorski

September 19, 2007

In search of excellence

This presentation provides an analysis of the emergence, evolution and future of qualitative market and social research, based on a review of its history in terms of the psycho-social, political, economic, marketing, and technological changes over...

Catalogue: Congress 2007: Excellence

Author: Peter Cooper

Company: QRi Consulting Ltd.

September 19, 2007

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