Resources Library by ANA

Advocracy - Harnessing the power of the consumer

This paper illustrates a new and more robust model for advocacy in the multi-media age. Building upon previous models, the authors identify the different variables that create advocacy and show how to engage people at both the category and brand...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Stephen Phillips, Kate Willis

September 15, 2010

Coca-Cola Europe and the Philosopher's Stone

On realization that only 20% of their Brand Tracker information was used across all 32 European markets, Coca-Cola Europe started searching for the Philosopher's Stone. The journey will take the us through the difficulties of negotiating a positive...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Patricio Pagani, Richard Raubik, James May

Companies: Infotools, KANTAR TNS Malaysia, The Coca-Cola Company

September 15, 2010

Feelings you can bank on

This paper reveals an exciting new approach to customer satisfaction tracking, one that takes a proven and intuitive device for measuring emotion and uses it to provide highly actionable, real-time customer feedback for clients. With reference to a...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Bhavya Shah, Sarajit Mitra, Orlando Wood

Companies: HSBC Holdings, BrainJuicer

September 15, 2010

Marrying CRM analytics with research insights to formulate the best in class customer loyalty strategy

This paper intends to examine the analytics and research approach that are being used in customer loyalty. It will evaluate the pros and cons of each method and recommend a new methodology to help business leaders and loyalty marketers to better...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Andy Kung, James Wong King Fai

September 15, 2010

Pricing beyond the 'Homo Oeconomicus'

Price optimisation is the most efficient lever to maximize profits but all classical price research tools fail to deliver optimal results as they still assume consumers to behave like a 'Homo Oeconomicus'. Using several examples, this paper will...

Catalogue: Congress 2010: The Changing Face Of Market Research

Author: Florian Bauer

Company: IRIS Network

September 15, 2010

Is there a future for 'real' qualitative market research interviewing in the digital age?

Qualitative market research interviewing (qMRi) used to be about exploring respondents' innermost feelings in the framework of Freudian psychology. More recently qMRi has become more of a process and less of a craft. We tend now to ask people for...

Catalogue: Congress 2010: The Changing Face Of Market Research

Author: Neil McPhee

September 15, 2010

Using online bulletin boards to develop high-value corporate strategy

Insights generated from interviews with hard to pin down stakeholders (ex. C-suite executives from customers in the B2B arena) can provide a benefit for planning corporate strategy. Online bulletin boards provide a powerful and flexible way to...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Michael Feehan, Penny Mesure, Orla McGouran

Company: Philips International

September 15, 2010

What online behavior reveals about digital culture

Digital culture has an increasingly visible impact on culture in general. Despite this, no vetted process exists for understanding digital culture or applying it to the development of marketing assets. For the past two years, the authors experimented...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Ellen Bird, Christian Kugel

Company: VivaKi

September 15, 2010

From the Iliad to Odyssey

The market research profession has been consciously trying to evolve from a provider of data to a generator of insights and a consultant to management. The success of this transformation has been spotty and its pursuit may mask the need for more...

Catalogue: Congress 2010: The Changing Face Of Market Research

Author: C. Frederic John

Company: MasterCard

September 15, 2010