Resources Library by ANA

Trends change, motivations do not

How to build age-less marketing campaigns that are relevant to the consumers? Revealing the impact of 'motivations' on sales in the brand echoverse using linguistic inquiry and machine learning.

Catalogue: Fusion 2019

Authors: Ezgi Akpinar, Serkan Ceran, Ilker Sermen, Merve Yigit Yontar

Companies: Ipsos MRBI, The Coca-Cola Company

November 10, 2019

System 3: Measuring the consumer's imagination

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Catalogue: Congress 2019: The Global Data & Insights Summit

Authors: Leigh Caldwell, Lizzi Seear

September 8, 2019

Brain systems and brand experiences

The consumer decision environment is changing both in macro and micro. The rhythm of these changes is incredibly fast, both in social and technological aspects and affect the way people interact, communicate and buy brands. From human understanding...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Juliana Oliveira, Maria Carolina Rodrigues

Company: Ipsos MRBI

March 27, 2018

Mapping cultural values for global marketing and advertising

This paper presents evidence that consumer behaviour varies with cultural patterns and that this variance is stable over time and will become increasingly manifest. Consumption behaviour, decision making, media behaviour and advertising behaviour are...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Author: Marieke de Mooij

September 1, 1999

Mapping cultural values for global marketing and advertising

In the globalization debate the argument is that countries will converge with respect to cultural values. This paper demonstrates that the more countries converge with respect to income, the more they diverge with respect to the manifestation of...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Marieke de Mooij

September 1, 1997

Interactive TV

New communications technologies are promising an array of new interactive services that will be available in the near future to consumers. In assessing the market for interactive television, our research focused on these objectives: 1. What is the...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Marjorie Michitti

May 1, 1994

Research on values and consumer trends in Norway

This paper is a brief presentation of the bi-annual survey called The Norwegian Monitor, an extensive survey mapping the value-pattern of the population. The value-pattern describes people's convictions and objectives in life, and can therefore...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Author: Erik Dalen

June 15, 1989

The changing information needs of the business community

Part I of this paper sets out by examining the external factors of change and how corporations are organisationally adjusting to the new reality. Set against this background, the new type of highly adaptable and flexible company has very specific...

Catalogue: Seminar 1984: Market Research And M.M.I.S.

Authors: Emil Baschnonga, Georgette Lubbock

January 25, 1984

Strategic marketing needs strategic research

This paper describes the use of mapping as a strategic research technique. Case histories are described in which the use of mapping lead to major changes being made in long-term plans. The specific mapping technique used uses nominally scaled data as...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: John Rice

June 15, 1983