Resources Library by ANA

Decoding innovation

What is innovation? How can it be researched? Semiotics views innovation as a linguistic and cultural phenomenon. It offers a chance to identify what innovation means to its users and to consumers; how they know it when they see it; how they agree on...

Catalogue: Innovate 2006

Author: Rachel Lawes

May 10, 2006

Understanding how shoppers really behave

The core topic of this paper is the presentation of a study methodology that has proved to be effective for understanding shoppers' actual behavior at point of sale when they make their purchasing decisions.The study of purchasing behavior makes it...

Catalogue: Latin America 2005

Authors: Carolina Dennin, Susana Marquis

Companies: KANTAR TNS Malaysia, Unilever

October 23, 2005

Brain branding

Advances in brain science now make it possible to measure a brand's impact on consumers' unconscious emotions and decisions.This presentation shows how these advances can be translated into real-world services for brand equity and brand management...

Catalogue: Congress 2005: Making A Difference

Authors: Annette Asp, Steven Quartz

September 21, 2005

Hide n' seek

This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market.The paper demonstrates how a creative research design involving semiotics makes it possible to understand...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: James Potocki, Lyn McGregor

November 28, 2004

Market research: A new generation on the go

This paper shows how the market research department role can be transformed from being a mere provider of data that brings limited value, into becoming a strategic partner that offers crucial consumer insight and enables sound business...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Author: Corinne Rosinski

September 19, 2004

How can local brands survive in a global world?

It is exactly twenty years since the publication of Professor Ted Levitt's Harvard Business Review paper on the globalisation of markets.Levitt's main thesis was that cultural differences were eroding so fast, especially in the developed world, that...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: John Fanning

September 14, 2003

Market research for a new car concept

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange

Company: BMW Group

March 30, 2003

The Libresse/Nana case 1990-1993

This paper describes the strategic marketing issues facing SCA- Molnlycke's feminine hygiene business in Europe during the first years of the 1990s, a period which meant dramatic changes to the category. The aim was to create one strong Eurobrand, a...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Ola Gejervall, Mats Persson

June 15, 1996

Image development and consumer reality

The underlying thesis of this presentation is that effective and market-relevant image-building strategies can only be developed based on a precise understanding of consumer reality. An image cannot be determined and established arbitrarily; it must...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Author: Stephan Grünewald

Company: IFM Mannheim

June 15, 1994