Resources Library by ANA

Is spontaneity still relevant?

Traditionally, market research has aimed to collect information that is unbiased and therefore 'spontaneous' assuming that market research participants are ready, willing and able to make an 'authentic' contribution without understanding why, how and...

Catalogue: Congress 2007: Excellence

Author: Caroline Pakel-Dunlop

September 19, 2007

Transforming the marketing research industry

There is a greater scope of opportunities as our industry changes.This presentation builds a case for three 'imperatives' for transforming the current marketing research industry and organizations that compete within it: a need to shift from...

Catalogue: Congress 2007: Excellence

Authors: Randall Brandt, Stephan Thun

Company: Maritz Research

September 19, 2007

Algebra, slide rules and hammers

This presentation shares the experience of developing Orange's European mobile consumer segmentation and applying it to the UK market.The process started in 2003 with a major study in Orange's six main European markets. In 2006 the segmentation was...

Catalogue: Congress 2007: Excellence

Authors: Nick Bonney, Jonathan Fletcher

Company: Illuminas

September 19, 2007

The 2006 FIFA World Cup case

This presentation describes a one-year project that was carried out to understand the effectiveness of the adidas 360 marketing and communication strategy developed in France before, during, and after the 2006 Fifa world cup.More specifically, it...

Catalogue: Congress 2007: Excellence

Authors: Olivier Heck, Laurent Florès, Guillaume Weill

September 19, 2007

A tale of two giants

The purpose of the current research is to investigate the changing notions of the consumer's self in the transitional economies of India and China.The effects that self-image has on a consumer's choice of brands is examined. Self-image, in turn is...

Catalogue: Congress 2007: Excellence

Author: Chirajeet Sengupta

Company: Evalueserve

September 19, 2007

Insight 2.0

The insight achievable by using active Web 2.0 techniques can be quite different from traditional insight.This presentation highlights two key issues: first, how to generate and extract insight from Web 2.0 which will require new techniques and...

Catalogue: Congress 2007: Excellence

Authors: Graeme Lawrence, Ray Poynter

September 19, 2007

The marketing research as renaissance man

A great deal of the current discussion and debate concerning the modern marketing researcher, his/ her skill set/mind set, as well as his/her role within the discipline has focused on the various research agencies, client organizations, and the...

Catalogue: Congress 2007: Excellence

Author: Michael Francesco Alioto

Companies: Market Probe International Inc.,

September 16, 2007

Insights

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it will to the next. This paper aims to cut...

Catalogue: Consumer Insights 2007

Authors: Wendy Gordon, Nitasha Kapoor

Company: Acacia Avenue

June 15, 2007

Reaching the elite

This paper addresses the television viewership habits of the 'elite'. This segment, although small in size, has been expanding rapidly in major metros of India, and already possesses a high spending power.This research highlights a new way of panel...

Catalogue: WM3 2007

Authors: L. Chandrashekhar, Joydip Kapadia, Vivek Srivastava

Company: TAM Media Research

June 3, 2007