Resources Library by ANA

New generation brands (Spanish)

We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of...

Catalogue: Latin America 2014: Accelerating Growth

Authors: María Luz Moreno, Natalia Gitelman, Federico Barallobre

June 15, 2014

Rebels & revolutionaries

We’re six Dutch millennials. And we happen to be six researchers, too. As all of our co-Gen Y’ers, we want to contribute something valuable to a world that keeps on changing rapidly. We want to create positive change for the organisations...

Catalogue: Global Qualitative 2014: Research Renaissance

Authors: Amke van der Linden, Anouk Willems, Christian de Jong, Maarten van den Broek, Maike van Ees, Marline Polman, Tom De Ruyck, Wessel Roose

June 15, 2014

Running research communities in Asian markets

Online research communities are the new star in market research. These online platforms connect a company with a group of interested and interesting consumers to collaborate with in qualitative research. With the rise of social media, Asian consumers...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity

Authors: Tom De Ruyck, Erica Van Lieven

Companies: InSites Consulting, Direction First

June 15, 2014

Cultural anchoring

Managing the complexities of brand architecture has never been more challenging. Product commoditisation and competitive intensification have heightened the importance of building deep brand connections with target audiences. Meanwhile, market...

Catalogue: Congress 2014: What Inspires?

Authors: Neale Cotton, Julian Dunne

Company: The Lab Strategy & Planning

June 15, 2014

Treasure hunt

Games are not only easy and quick but are also highly involving for respondents, researchers and clients alike. Games are also an excellent tool to project people’s minds into real life situations and to simulate complex decision-making...

Catalogue: Global Qualitative 2014: Research Renaissance

Authors: Nina Keller, Sebastian Prassek

Company: Happy Thinking People

June 15, 2014

How do you feel about your trash?

This case study describing research conducted for a US waste disposal company illustrates the degree to which business decision-making is impacted by emotion, for even the most mundane of business services. At least for waste disposal services, it...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Authors: Bernadette DeLamar, Colin Campbell

June 15, 2014

Our lips are sealed

This case study shows how a new implicit and metaphorical approach gave eBay a powerful commercial insight denied to conventional approaches:Response latency, in milliseconds, (combined with task accuracy) obviates the need for explicit questions,...

Catalogue: Congress 2014: What Inspires?

Authors: David Penn, Suzanne Lugthart

Company: Conquest

June 15, 2014

The motivational science of our constantly connected world

In a leap that would have seemed astonishing just over a decade ago, many of us are now constantly connected to our digital world through our mobile device – and we see this play out across many facets of our daily life. This research applies an...

Catalogue: Congress 2014: What Inspires?

Author: Juliana Smith Holterhaus

June 15, 2014

Mouse in a box

Sustainability is the buzzword of the century, commonly used by all sectors globally. It is a big word with a magnitude of dimensions behind it, and a word that still means little to most. Sustainability often calls for behaviour change, which is why...

Catalogue: Congress 2014: What Inspires?

Authors: Selin Cetinelli, Basak Oruc

June 15, 2014