Resources Library by ANA

Russia: "Pyramid" on the kitchen table

This paper describes the use of ethnographic research as a first step towards needs-based segmentation in the diverse environment of Russia. The ethnographic study presented shows how a first step in the direction of building a unified motivational...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Ekaterina Vladimirova, Kyrill Petrin

Company: Nestlé

October 28, 2001

A borderless brand

This paper explores and discusses issues relating to translating values of an international Western brand to India, a market with a completelydifferent cultural, social, historical and economic contexts.

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Poonam V. Kumar, Malini Pani, Richa Puranesh

October 28, 2001

Advanced research solutions as a key to innovation in design

This paper utilizes the authors’ experience in automotive interior design development within Johnson Controls to provide insight into consumer awareness, design-related issues and vision; art and expertise, the sense of workmanship and vision of...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Clara Origlia, Jimena Martinez, Andreas Wlasak

Company: Market Dynamics International srl

October 28, 2001

This may fell a little freaky

This paper describes a philosophical conflict that is underway and present at all levels of our culture today. The conflict is between a traditional framework for understanding truth and reality, and a second, increasingly important paradigm that...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Sarah Castell, James Parsons

Company: Flamingo

October 28, 2001

West meets East

The paper describes key Japanese cultural aspects and the impact these may have when conducting focus group and one-to-one research methodologies. Many Western marketers (and Japanese, too) maintain a strong stereotype that you can't do that in...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Debbie Howard, Yumiko Nishigawa, Sue Pierssene

October 28, 2001