Resources Library by ANA

Towards better predictive programming

The authors argue that most predictive research methodologies are geared at reducing the number of variables needed for modeling and looking for direct causal relations.However, taking less direct causal elements into consideration and generating a...

Catalogue: Congress 2006: Foresight

Authors: Philip De Wulf, Mihir Warty, Emmanuel Verhagen

Companies: Ipsos MRBI, British Broadcasting Corporation (BBC)

September 17, 2006

Cognitive neuroscience, marketing and research

This paper addresses what cognitive neuroscience really means for marketing, assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research. Academic scientist perspectives are combined with marketing research...

Catalogue: Congress 2006: Foresight

Authors: Jane Raymond, Graham Page

September 17, 2006

Truly, madly, deeply

This paper examines how an ethnography study in two countries (USA and UK) helped a top 10 global pharmaceutical company radically revise how it thought about a medical condition and how clinical trials could be conducted differently by better...

Catalogue: Congress 2006: Foresight

Authors: Neil McPhee, Graeme Chrystal

Company: Zaicom Research Plus Limited

September 17, 2006

Foresight semiotics

This paper focuses on a project carried out for Procter & Gamble by marketing semiotics agency Space Doctors to develop a new model of the acculturation process in the U.S. Hispanic market. The U.S. Hispanic culture today embodies a shift towards...

Catalogue: Congress 2006: Foresight

Author: Marina Anderson

Companies: Procter & Gamble, Space Doctors Ltd

September 17, 2006

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