Resources Library by ANA

Once upon a time there was a brand

This presentation considers the power and importance of brand and advertising stories in generating a marketplace in which we all want to participate.After all, the marketplace itself is a matrix of stories, a delicate fabric of dreams held together...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Lucia Rolli, Fiona Jack

Company: Green Light International

November 5, 2003

The 'true' inner self

This paper describes our attempt to understand the respondent's 'true' inner self during qualitative research in Mexico. The essay begins with a short review of a number of key respondent biases associated with traditional qualitative focus groups....

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Carol Culebro Stewart, Jorge Cherbosque, Amy Routhier, Michael Francesco Alioto

Company: RDA Group, INC

November 5, 2003

The pursuit of luxury - bling-bling VS. savoir faire

Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes. This paper aims to outline how a bricolage approach using creative methodologies can help understand these changing dynamics, and how...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Steve Hales, Alexander Maule

Company: Ipsos MRBI

November 5, 2003

Euromale

In 1999 a study asked men around Europe what they thought of their lives: their jobs, their partners, their kids, their friends, women, sex, and advertising? How did this differ by age from 21-65 years? How did it differ by country between the United...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Christene McCauley, Nick Johnson

Company: Diageo

November 5, 2003

Consilience

This presentation explores the role of market research in New Product Development. More specifically it examines a crucial aspect of the NPD process: the areas where various interested parties - the client and the consumer, researchers and designers...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Phelim O'Leary, Des Bryne

Company: IRIS Network

November 5, 2003

High-tech to enhance high touch

This presentation discusses the way new developments in audio capture and editing technology can enhance the utility of qualitative research for the moderator and clients. Specifically, the presenters employed the Interclipper (R) software program to...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Judith Langer, Jon Last

November 5, 2003

360° insight for new brand development

Traditional research rarely fuels the creative brand development process. At its best it evaluates and optimises. At its worst it kills ideas. This presentation describes how fresh sources of insight can help generate the 'big idea' for a new brand...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Author: Ben Wood

Company: KANTAR TNS Malaysia

November 5, 2003

Can you be half-pregnant?

The concept that there are two types of data (qual and quant) does not necessarily mean that there are only two approaches to research (qual and quant): a blended approach called 'quanti-qual' can also be employed to help a researcher more fully...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Author: Michael Mayernik

November 5, 2003

Hip-hop: Subculture or super brand?

The presenters argue that a true understanding of the appeal of hip-hop can have valuable implications for marketers seeking to connect with young people. Hip-hop incorporates a number of key values which resonate powerfully with the youth target....

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Chris Arning, Ednyfed Tappy

Company: Flamingo

November 5, 2003