Resources Library by ANA

Creators in their own 'write'

In 2011, Meredith Corporation wanted to invigorate and transform The Ladies' Home Journal to reach a younger and broader audience. They came up with an innovative idea: allow readers to produce the majority of its articles. Meredith turned to their...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Britta C. Ware, Manila Austin

Company: Communispace Corporation

September 13, 2012

Ode to the unsung hero - Navigating the turbulent waters of research

This presentation provides a sneak peek into the multi-million research practice that aims to take one of the world's most-valued brands to lead its markets. It depicts how Coca-Cola has engineered a solution to one of research's oldest problems: how...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Javier Quinones, Veronica Moreno, Patricio Pagani

Companies: Infotools, The Coca-Cola Company

September 13, 2012

How to continue being a culturally relevant brand?

The business challenge was clear ... to maintain and enhance Coca-Cola's value as a cultural icon. The objective was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. The final goal...

Catalogue: Latin America 2012: Uncovering Opportunities

Author: Omar Fuentes

Company: The Coca-Cola Company

May 3, 2012

Brazil's middle class? Your table is ready

Brazil's middle-class population has exploded in the last decade and today nearly half of Brazil's population is classified as middle class. With wallets full, Brazilians are dining out more than ever. To understand how this growth affects the food...

Catalogue: Latin America 2012: Uncovering Opportunities

Authors: Renata Ribeiro, Gabriel Aleixo

Company: Nestlé

May 3, 2012

Mastercard- Master insights

Consumer opinions are prolific, authentic and insightful when respondents are more 'relaxed' in the internet versus when they are approached in person. Analysis on consumer-generated content in social media made a great contribution to nurturing the...

Catalogue: Latin America 2012: Uncovering Opportunities

Author: Ricardo J. Alvarez

Company: MasterCard

May 3, 2012

Creating value

This case study identifies issues for global marketers to consider in addressing emerging markets like Indonesia, particularly relevant for categories where, while most intend to acquire, few see the need to act immediately. Intel spotted an...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope

Authors: Radhecka Roy, Sunita Venkataraman

Company: Ipsos MRBI

April 17, 2012

"So many different suns"

How do you position a brand to consumers in emerging markets that is both affordable and desirable? Can a low priced brand be aspirational? What creates 'star' brands at all market levels? The Theory of Multiple Poverty Lines postulates that there...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope

Authors: Sangeeta Gupta, Shobha Prasad

April 17, 2012

From terabytes to archetypes

This paper shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into B2B and B2C customers' motivations and inhibitions within the...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!

Authors: Alexander Erofeev, Simon Patterson

Company: QRi Consulting Ltd.

March 26, 2012

Culture: Insight's third space

In global research, the notion of 'culture' often extends no further than 'understanding the quirks of a local market'. Yet it can be an inspiring and effective tool for developing brand strategy and innovation, especially when combined with more...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Andy Dexter, Leanne Tomasevic, Julie Curphey

Company: Truth

November 13, 2011