Resources Library by ANA

Rewarding the retail customer while generating extra revenue

The loyalty programme of Carrefour has been running for several years. It consists of giving loyalty points to card users when their basket has a specific spend value. Carrefour wanted to know until which point you can motivate the customer to spend...

Catalogue: Congress 2015: Revelations

Authors: Nicole Huyghe, Bart Vandenreijt

October 1, 2015

Turning shopper insights into company-wide memes

Impact is the name of the game in market research. There are two critical success factors to activate an organisation with the outcome of research: a co-creative platform where employees can interact with the insights and a research method that...

Catalogue: Congress 2015: Revelations

Authors: Niels Schillewaert, Holly Rozelle, Olesya Govorun, Tom De Ruyck, Thomas Troch

Company: InSites Consulting

October 1, 2015

Building digital brand engagement

In this paper we will review the seven drivers of digital brand engagement with real examples in the of cookie and crackers categories in Latin America. The paper illustrates Pepsico Best Practice and the amazing results of suing social networks to...

Catalogue: Latin America 2015: Carnival of Insights

Author: Federico Barallobre

April 28, 2015

Vision Y

In 2013, Luxottica decided to re-create its vision for the future through the eyes of Millennials. The company has undertaken a new approach using market research tools to create a more open-source and two-way relationship with the Millennial...

Catalogue: Congress 2014: What Inspires?

Authors: Simona Sbarbaro, Giuseppe Tonolini

September 10, 2014

Working on sociocultural dynamics and customers' segmentation from local to global

Instead of innovating for the sake of technology, PSA Peugot Citroen creates actively for local people so that they can feel great and live well indeed. Rather than an imperial or adaptive approach of innovation, this presentation will expolore how...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity

Authors: Laetitia Ricci, Catherine Becker, Alexandre Merza, Xiaoyuan Zheng

May 13, 2014

Heineken goes mobile in emerging markets

Heineken, one of the world’s largest beer brands, has deep roots in Africa, Algeria, Egypt, Tunisia and The Middle East. In traditional markets like North America and Western Europe, growth rates are stagnant. Emerging markets, like Africa and...

Catalogue: Latin America 2014: Accelerating Growth

Author: Miguel Ramos

Company: Forsta

April 4, 2014

New generation brands

We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of...

Catalogue: Latin America 2014: Accelerating Growth

Authors: Federico Barallobre, Natalia Gitelman, María Luz Moreno

April 4, 2014

Beyond brand tracking

Coca-Cola, as one of the global sponsors of the 2014 FIFA World Cup in Brazil, engaged in discussions with BrainJuicer to develop and implement a tool for the continuous tracking of their integrated communication plans, which would be able to measure...

Catalogue: Latin America 2014: Accelerating Growth

Authors: Gabriel Aleixo, Flavio Marcondes

April 4, 2014

Leadership imperative

Latin America is economically thriving, however the region misses a conceptual framework to organise business in the new economy. With a consumer confidence crisis eroding institutions and, and the exclusion of income from am emerging middle class...

Catalogue: Latin America 2014: Accelerating Growth

Authors: Fernando Moiguer, José Orlando, Magdalena Iocco, Lorena Cura

Company: Compañia de Negocios Moiguer

April 4, 2014