Resources Library by ANA

Building a symbol character

This paper reviews the research work developed for the Telefonica Super 15 campaign launch in Brazil.In the study, the advertising agency, the client and the research institute managed to create a symbol character along the different research stages...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Ana Helena Meirelles Reis, Maria Pia Bussoloti, Vera Ferraz

November 10, 2002

How to 'lose weight' qualitatively

What does qualitative research has to do with losing weight? Seemingly nothing! This paper describes how, by doing research on weight loss and the question of motivation, we came to a new understanding of our own role as researchers and consultants....

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Naama Forsrup

Company: Ipsos MRBI

November 10, 2002

Quallyfication

The author argues the value of the qualitative mode can be particularly well harnessed if not restricted to the qualitative method. It can by definition add insight to almost any piece of information, including numbers. There is no reason why the...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Andy Dexter

Company: DVL Smith Ltd

November 10, 2002

What's right for focus groups now?

This presentation is a joint collaboration of two US qualitative researchers who do not necessarily agree on what?s right for focus groups now. Do you agree with one or the other, or fall some place in between?

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Judith Langer, Naomi Henderson

November 10, 2002

Assessing corporate brands and product brands in pharmaceuticals

The pharmaceutical industry follows a model where product brands stand alone and the company is not strongly linked to any specific prescription brand. This allows potential corporate protection should a leading brand have PR issues around a drug....

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Angelina Dolan, Alice Neal, Sally Graham, Nicole Liptrot

November 10, 2002

Breach the innovators' final frontier

This paper addresses the values of, and applications for, a new qualitative research approach that uncovers consumers' innermost emotional drivers for product and brand choice. It is also an innovative process that encourages participants to be truly...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Karin Wood, Mick Williamson

November 10, 2002

Qualitative research

This presentation aims at demonstrating that qualitative research is a powerful tool when a brand is faced with the complexity of differing markets. It starts with the presentation of the current situation of the Hennessy brand, explaining why it is...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Mark Whiting, Sandrine McClure

Company: Green Light International

November 10, 2002

Synaesthesia

Current concepts of brands pay full attention to the rational and symbolic but often overlook their sensory, experiential or synaesthetic aspects. This paper helps open up this complex and fascinating topic by identifying the principles of...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Peter Cooper, Alan Branthwaite

Company: QRi Consulting Ltd.

November 10, 2002

Mo' Trace

Compagnie has set up a national and international network of youngsters (Mo'Trace) who collect information regarding youth culture and other cultural shifts in their environment.These 'tracers' provide on a continual new input regarding remarkable,...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Claudia Put

November 10, 2002