Resources Library by ANA

Musical insights

The potential of the music-listening behaviour of individuals in designing market research methodologies has hitherto remained virtually untapped. This paper presents a novel method of grouping people in accordance with their personality traits that...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Uttam Sarkar, Sanjay Datta

February 11, 2009

Netnography research

Online conversations in web forums, blogs and other 'user generated content' platforms are a valuable source for gaining unobtrusive Consumer Insights. A new method to analyze this user generated content is Netnography. The Netnography method...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Michael Bartl, Steffen Hück, Stephan Ruppert

Company: HYVE

February 11, 2009

Circling the square

The presentation demonstrates how qualitative research can unearth consumer insights and convert them into actionable recommendations. The case study presented illustrates the manner in which consumer insights have been translated and activated in...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Crystal Nathan, Johanna Campbell

Company: Nielsen

February 11, 2009

Reality YOUTH research

The Middle East is one of the youngest regions in the world with about two thirds of the population under 25 years of age. Technology has brought winds of change to the Arab World and some would even say that in the preceding five years the Arab...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Tammy Jalboukh, Ambrish Chaudhry

Company: KANTAR TNS Malaysia

February 11, 2009

Beyond words

Insights are useful only if they are understood by those who need to put them into action. Yet even the most compelling insights can be 'lost in translation' at different stages of a project when we forget to decode and encode, interpret and...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Lucy Blakemore, Lekshmy Parameswaran, László Herczegh

Company: Gravity Planning & Research Ltd

February 11, 2009

F1 racing for insights

The key points illustrated in the paper will be:A brief introduction to the F1 Racing reader in Established F1 markets and Emerging F1 markets.Some key differences between Established and Emerging F1 markets: approach to the sport and brand sponsors...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Author: Mitra Powell

February 11, 2009

Making a difference with consumer insights

Commercial marketers use consumer insights, with varying degrees of effectiveness, to drive marketing strategy and actions. This presentation illustrates the power and pivotal role of consumer insights in developing not commercial strategies but...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Takashi Takenoshita, Angela Spatharou, Vivek Banerji

Company: McKinsey & Company

February 11, 2009

Mastering insights that pay

This paper details how to marry the science of segmentation with the art of understanding the organization's business to deliver actionable and usable insights. It discusses why science or statistics alone are necessary but not sufficient to provide...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Sonali Desai, Julian R. Bond, Sam Davis, Tim O’Brien, Koen De Vos, Tony Costella

Companies: MasterCard, KANTAR TNS Malaysia

February 11, 2009

I sleep with my mobile

Insights about media awareness are by-products of reasoning about online social networks (SNs) focusing on brands or target communities, helping in strategy decision-making on publishing business advertisement and preventing rumor and the spread of...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Alexandre Crivellaro, Celina Maki Takemura

Company: IBOPE Inteligencia

February 11, 2009