Resources Library by ANA

Applications of motivation research in technology markets

Manufacturers of business products have sought more effective ways for messages to break through, be heard and resonate with their audiences.While purchase decisions for high-end business products are typically team decisions, and the dynamics of the...

Catalogue: Qualitative 2005

Authors: Bernadette DeLamar, Carol K. Galvin, Stacey Novack, Steven Halling

Company: IBM Corporation

November 13, 2005

People insights at the fuzzy front of innovation

For human centric innovation it is important to understand people in their everyday life context and anticipate this in developing and creating solutions.Therefore it is necessary to involve people in the design and creation processes of innovation;...

Catalogue: Qualitative 2005

Authors: Stefanie Un, Lucile Rameckers

Company: Philips International

November 13, 2005

The Spanish revolution

Over the last 30 years Spanish society has, in all senses, taken a complete about-turn in all aspects of life. It has become a liberal, open and eclectic society, where it had been traditional, male chauvinist and repressive, and in this social...

Catalogue: Qualitative 2005

Author: Elena Brustenga Regard

Company: Synergic Investigacion y Marketing

November 13, 2005

Research World (November 2005)

Market researchers generally have their own ideas about what they do. For some it’s a question of solid data collection, for others it's more a matter of providing advice and interpretation based on aggregated information. In addition, there are...

Catalogue: Research World 2005

Author: ESOMAR B.V.

November 1, 2005

How can premium brands survive during an economic recession?

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program.The paper shows the importance of a systematic research-based approach...

Catalogue: Latin America 2005

Authors: Alex Gofman, Karol Sapiro, Mara Pezzotti, Renata Stefaneli, Alan Grabowsky, Howard R. Moskowitz

Companies: Unilever, ABACO Research, Moskowitz Jacobs Inc.

October 23, 2005

The effectiveness of customer satisfaction measurements

This paper illustrates the evolution of the dealership training for Ford of Mexico with the global customer satisfaction program, Customer Viewpoint. Ford of Mexico evolved from communicating research results to integrating a battery of highly...

Catalogue: Latin America 2005

Authors: Jorge Cherbosque, Leopold Zuniga Hernandez, Angela Momney

Company: RDA Group, INC

October 23, 2005

The interaction between media, technology and youth (Spanish)

This paper reflects the new relationships the young people of Latin Americans from Argentina, Chile, Colombia, Ecuador, Mexico and Uruguay connected to Internet are establishing through this medium. The Internet has opened up a new world in...

Catalogue: Latin America 2005

Author: Nora D'Alessio

October 23, 2005

Learning about consumers through a new bricolage

This paper describes how Brazilian women and youth deal with challenges as they pass through lifestages.The research method melds qualitative methodologies with a new approach to exploring the context of category, brand or communication drivers as...

Catalogue: Latin America 2005

Authors: Jem Wallis, Rob Marjenberg, Zilda Knoploch

October 23, 2005

Generating reliable insights for communication development

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The...

Catalogue: Latin America 2005

Authors: Pablo Sanchez Khon, Gaston Suarez Crothers, Maite Descouvieres Vargas, Pablo Gonzalez Vicente

October 23, 2005