Resources Library by ANA

F1 racing for insights

The key points illustrated in the paper will be:A brief introduction to the F1 Racing reader in Established F1 markets and Emerging F1 markets.Some key differences between Established and Emerging F1 markets: approach to the sport and brand sponsors...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Author: Mitra Powell

February 11, 2009

Making a difference with consumer insights

Commercial marketers use consumer insights, with varying degrees of effectiveness, to drive marketing strategy and actions. This presentation illustrates the power and pivotal role of consumer insights in developing not commercial strategies but...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Takashi Takenoshita, Angela Spatharou, Vivek Banerji

Company: McKinsey & Company

February 11, 2009

Mastering insights that pay

This paper details how to marry the science of segmentation with the art of understanding the organization's business to deliver actionable and usable insights. It discusses why science or statistics alone are necessary but not sufficient to provide...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Sonali Desai, Julian R. Bond, Sam Davis, Tim O’Brien, Koen De Vos, Tony Costella

Companies: MasterCard, KANTAR TNS Malaysia

February 11, 2009

I sleep with my mobile

Insights about media awareness are by-products of reasoning about online social networks (SNs) focusing on brands or target communities, helping in strategy decision-making on publishing business advertisement and preventing rumor and the spread of...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Alexandre Crivellaro, Celina Maki Takemura

Company: IBOPE Inteligencia

February 11, 2009

It's engagement, but is it research?

The research industry is constantly looking to develop more techniques and approaches to try and get closer to the truth and to generate insight. Our argument is that even when we use a great technique the truth that it is trying to communicate can...

Catalogue: Qualitative 2008: Consumer Choice

Author: Alex Johnston

Company: Jigsaw Research

November 20, 2008

Me, myself and I

The question 'who am I?' is especially pertinent during adolescence. MTV Networks wants to understand identity construction among youngsters aged between 13-17 in a changing media landscape. The rise of social networks and other new internet...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Joeri Van den Bergh, Veerle Colin, Annelies Verhaeghe

Companies: InSites Consulting, Viacom International Media Networks

November 20, 2008

The culture Karma Chameleon

The theme of our paper is inspired by Clotaire Rapaille's work as described in his book The Culture Code. And by India, an exciting, dynamic place which is just screaming to be decoded by cultural theory as brands and products enter the race to touch...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Mamata Kathuria, Ayobamidele Gnädig, Harry Key

Company: Happy Thinking People

November 20, 2008

Living in and adapting to a culture of exposure

In our world, the boundaries are shifting between the public, the personal and the private. Now that it is so easy to share aspects of our inner life with the rest of the world up-to-the-minute, multi-media, deeply exposing or personal revelations;...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Anita Black, Mitra Martin, Jon McNeill

Company: Hall & Partners

November 20, 2008

Technography/ethnography in the real world

The projects we will draw upon throughout this paper have all been conducted within the technology sector. Historically, this sector has been driven more by product or technology led innovation processes than by allowing innovation to be driven by...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Judith Staig, Rose Tomlins

Company: GfK

November 20, 2008