Resources Library by ANA

Developing second generation mobile research techniques

A unique mobile research platform that creates flexible and engaging research applications via a toolkit of real-time question and feedback tools is introduced in this presentation. The ultimate mobile research objective is to develop a method that...

Catalogue: Congress 2011: Impact

Authors: A. J. Johnson, Rolfe Swinton

Company: Ipsos MRBI

September 18, 2011

Re-defining marketing measurement

The paper describes how superior modelling processes have developed in order to keep pace with, understand and measure the plethora of consumer touchpoints now used by marketers both online and offline. Further, it looks at the entire customer...

Catalogue: Congress 2011: Impact

Author: Hilary Perkins

September 18, 2011

Believe in better

This case study charts the intense and creative journey followed since December 2010 when MESH Planning was awarded British Sky Broadcasting's Brand and Content campaign evaluation tracking. It includes the rapid development of processes,...

Catalogue: Congress 2011: Impact

Authors: Danny Russell, Hugh Wilson, Fiona Blades

Companies: MESH Experience, Sky Limited

September 18, 2011

From brilliant to actionable

This paper will describe the collaboration between Hershey's and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical...

Catalogue: Congress 2011: Impact

Authors: Mark Garratt, Rafael Alcaraz, Steve Cohen

Company: In4mation insights

September 18, 2011

Reality is cheap

It is becoming apparent that human imagination and the fantasies it makes possible are crucial for human happiness. It has been believed that imagination is a subjective and idiosyncratic capacity, however recent research shows this is not the case;...

Catalogue: Congress 2011: Impact

Author: Nick Gadsby

September 18, 2011

The game experiments

The concept of 'gamification' is sweeping across the marketing communication industry, and is being discussed in marketing departments, advertising agencies and even governments around the globe. We began exploring the idea of game-play in greater...

Catalogue: Congress 2011: Impact

Authors: Deborah Sleep, Jon Puleston

Companies: GMI (Global Market Insite), Engage Research

September 18, 2011

Predicting brand decisions through emotional engagement

This paper brings into perspective the need to combine new research approaches with traditional ones. This will enable us to answer new and old questions, create innovative approaches using new technologies, and deliver more creative ways of...

Catalogue: Congress 2011: Impact

Authors: Rafal Ohme, Cristina De Balanzó, Henk Eising

Companies: KANTAR TNS Malaysia, Heineken

September 18, 2011

Engage, inspire, act

Great companies understand the importance of consumer and market insights. Enhancing capabilities like acquiring new techniques and technology for data collection and analysis are important to build insights and inform product development. Such...

Catalogue: Congress 2011: Impact

Authors: Stan Knoops, Niels Schillewaert, Tom De Ruyck, Gita Coenen, Soraia Rodrigues

Companies: InSites Consulting, Unilever

September 18, 2011

Too much reality?

The prevailing celebration of technology-enabled access to 'raw' consumer realities is challenged in this presentation. While acknowledging the many benefits that video-ethnography and social media bring (emotional engagement, richness and texture,...

Catalogue: Congress 2011: Impact

Authors: Sangeeta Gupta, Anjali Puri

Companies: KANTAR TNS Malaysia, PepsiCo

September 18, 2011