Resources Library by ANA

Project hijack

This paper will show how a project aimed at helping Coca-Cola GB better understand the older teen audience has lead to a significant legacy inside Coca-Cola in terms of ways of thinking about the role consumers can play in the business. It will show...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Philip McNaughton, Beth Corte-Real

Companies: Face, The Coca-Cola Company

September 15, 2010

Latin eye tracking

The case describes the application of the Eye Tracking neurophysiologic technology in the advertising evaluation of Aceite Z with Super Fry, product of the multinational Team Foods. The television commercial created to halt the product's drop in...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Carolina Mejía Posada, Catalina Mejia Rozo

Company: YanHaas S.A.

May 21, 2010

Looking under the hood of CSR

Companies are investing in it, consumers demanding it, pundits applauding it . . . but what does Corporate Social Responsibility (CSR) really mean: to consumers as opposed to shareholders? Does it encompass fair pay to women? Reducing the carbon...

Catalogue: Congress 2009: Leading The Way

Author: Martin Oxley

Companies: BuzzBack Market Research, Nestlé

September 22, 2009

Integrating research in crisis management decision-making

Over the last 24 months, three publicly traded, North American companies (Menu Foods, Matteland Maple Leaf Foods) have provided researchers and practitioners with ample evidence that the most valuable crisis management and communications responses...

Catalogue: Congress 2009: Leading The Way

Authors: Terence Flynn, Christian Bourque

Company: Leger

September 22, 2009

Intimate and intimidating

Eating behaviour is less and less determined by choice, tradition, social class or peer group and more and more driven by each situation and its particular requirements. This holds true even for the complex and traditional categories of food and...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Sebastian Buggert, Kirsten Juchem, Jens Lönneker

Company: Rheingold GmbH & Co. KG

November 20, 2008

Succeeding in a multi-cultural society against a monopolistic brand

Indian consumers in the eyes of manufacturers are almost like a “bird of gold”. as the urban population is growing much faster than the total population it is expected to account for 37% of Indian population by 2025 vis-à-vis just a 26%...

Catalogue: Congress 2008: Frontiers

Authors: Anish Rajgopal, Ravi Arun Desai, Shuvadip Banerjee

June 15, 2008

Local jewels and global heroes

This presentation explores globalisation from a marketing and particularly brand management perspective.The Fusion Model distinguishes three different types of brands according to their heritage and link to local or regional cultures and history:...

Catalogue: Congress 2007: Excellence

Authors: Yijun Ma, David Lee, Ute Rademacher

Company: Ipsos MRBI

September 19, 2007

Found in translation

This paper outlines the importance of evolving a global brand to be more in tune with the need for Asian markets demand for brand ownership.It is a fascinating case study on how Pizza Hut used the essence of the global Pizza Hut brand and matched it...

Catalogue: Asia Pacific 2007

Authors: Andrew Povolny, Dominic Lefebvre

Company: The Leading Edge

March 12, 2007

Foods, diet and wellbeing

This paper outlines how consumer trends information can help manufacturers in developing and implementing strategy. it also details how this information needs to look beyond the issue directly at hand – that is, to look both at what else...

Catalogue: Congress 2006: Foresight

Authors: Roger Smith, Bill Parton

Company: GfK

June 15, 2006