Resources Library by ANA

Mind voyager

Customer Insights before proceeding with product development or strategic planning are of key importance to brand and product managers.This paper describes a new research method utilizing the reformative developments on the Internet called Web 2.0....

Catalogue: Congress 2006: Foresight

Author: Andera Gadeib

Company: Dialego AG

September 17, 2006

Designeffect

Until now designers, brand managers and researchers around the world had to do without a validated research instrument to predict effects of design.This paper explains how the Dutch Designers Association changed this by initiating and developing a...

Catalogue: Congress 2006: Foresight

Authors: Jos Vink, Gert Kootstra, Pieter van Ginkel

Company: Blauw Research

September 17, 2006

Before the after-shock

Foresight and intuition are interlinked. This paper posits that foresight and prediction are a function of good and intuitive thinking on the part of researchers and research buyers.Intuition is our 'adaptive unconscious'. All of us have this...

Catalogue: Congress 2006: Foresight

Author: Anumita Sharma

September 17, 2006

Starting from scratch

The road to conducting survey research that meets international standards is one not easily paved in Afghanistan.Violence, illiteracy in both urban and rural areas, segments of the population hostile to research, and cultural constraints on access to...

Catalogue: Congress 2006: Foresight

Authors: Rafiq Ullah Kakar, Matthew Warshaw, Zemarak Mohsini, Torpekay Habibzei

Company: ACSOR Surveys

September 17, 2006

Merging minds and matter

The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers.It proposes segmenting consumers based on 'the cognitive mental process that underpin choice' and converging it with...

Catalogue: Congress 2006: Foresight

Authors: Manjima Khandelwal, Shuchi Sethi, Adam Murphy, Daniel Jenkinson

Company: Nielsen

September 17, 2006

Defragment the consumer

Consciously or unconsciously, we systematically distort what we actually want to understand: the consumer.We often implicitly assume rational behaviour, neglect interdependencies and over-generalize from isolated findings. Most of all, we often...

Catalogue: Congress 2006: Foresight

Author: Florian Bauer

Company: IRIS Network

September 17, 2006

Capitalizing

This paper details a practical example of CapitalizingTM, a research tool with an innovative method that estimates the brand's contribution to the market share and to the price of a product (or service). This application has been implemented for...

Catalogue: Congress 2006: Foresight

Authors: Damien de Ponthaud, Valerie Jourdan, Philippe Jourdan

September 17, 2006

Foresight and innovation

Product innovations are developed for a future market with future consumers. Engineers and decision makers need to understand both to be successful. The paper shows an empirically based framework which systematically integrates the people dimension...

Catalogue: Congress 2006: Foresight

Authors: Katja Henke, Markus Buchwald, Thomas Perry, Oliver Tabino

Companies: Deutsche Telekom, SINUS Markt- und Sozialforschung GmbH

September 17, 2006

Touchpoint tracking

This paper describes how we are building TROI (Touchpoints Return on Investment), a new approach to tracking multiple touchpoints.For the first time marketers can see the impact on their brand of word of mouth, product usage or ambient activity...

Catalogue: Congress 2006: Foresight

Author: Fiona Blades

Company: MESH Experience

September 17, 2006