Resources Library by ANA

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

The challenge of getting insights for a country brand

ProColombia, the Colombian International Promotion Organisation and the manager of the country's brand, faces the challenge of creating a meaningful and deep campaign with powerful calls to action that invite target audience to discover the "New...

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

Authors: Pedro Fernández, Laura Catalina Gómez

March 14, 2018

Video storytelling in medical ethnographic research

Patients have become the center of most pharma companies' worlds. Immersions are perfect for clients who want and need to understand the patient's world at the individual customer level - to offer better solutions and better serve patients with more...

Catalogue: Asia Pacific 2017: Discoveries

Authors: Zou Xiong, Xiaoqiong (Afra) Chen

Company: Ipsos MRBI

May 5, 2017

Between a rock and a hard place

What does it really mean to be an adventurer? And what do adventurers really want from a brand like Clif? To answer these questions truthfully, we needed to leave the boardroom far behind, step into their worlds and experience their adventures first...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Authors: Anne Lacey, Michelle Thevil

June 15, 2016

Aspiring global, yet staying true to strong cultural foundations

The paper presents a case study using traditional and social media ethnography, to investigate Generation Z females in Jakarta. These 11-18 year old girls live in a changing world, with the influence of globalisation and social media. Yet, there...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity

Authors: Dawn Herdman, Vikas Srivastava

Company: Illuminate Research Asia

May 13, 2014

Kids of today and tomorrow

Research shapes our brands, inspires our content and helps us communicate with our audiences. Nickelodeon has undertaken the most detailed, far-reaching analysis to date of 9-14 year olds. Given the geographic scope of the study, we provide in-depth...

Catalogue: Latin America 2014: Accelerating Growth

Authors: Carlos Garcia, Jo McIlvenna

April 4, 2014

Using the evidence

Traditional interviewing is heavily reliant on recall and reporting accuracy by a subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This...

Catalogue: Qualitative 2013: Brilliant Transformations

Author: Robert Cook

Company: Firefish

November 20, 2013

Small numbers, big insights

Thinking big does not have to involve researching large numbers of people or utilising the latest online techniques to quickly gather data. We posit that at a time of change in the industry there is an important role for small scale face-to-face...

Catalogue: Congress 2013: Think Big

Authors: Suzanne Hall, Chris Perry, Isabella Pereira

Company: Ipsos MRBI

September 26, 2013

My mum's throne room

If you asked a group of mothers what they would miss most from their home if it all disappeared would you really expect them to say the toilet? We did that excercise in a few South East Asian cities among the new urban classes and despite their...

Catalogue: Congress 2013: Think Big

Author: Dave McCaughan

September 26, 2013