Resources Library by ANA

Structured sense-making

As providers of 'research' we conduct inquiry into consumer behavior in order to generate new insights. However, raw data are not insights. Observations without context provide very limited utility; defining sexy new trends each year is no basis for...

Catalogue: Qualitative 2008: Consumer Choice

Author: Richard Radka

November 20, 2008

Intimate and intimidating

Eating behaviour is less and less determined by choice, tradition, social class or peer group and more and more driven by each situation and its particular requirements. This holds true even for the complex and traditional categories of food and...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Sebastian Buggert, Kirsten Juchem, Jens Lönneker

Company: Rheingold GmbH & Co. KG

November 20, 2008

Russia's new lifestyle elites

It is a truism of market research and this is nothing new that the sociocultural identity of the consumer is carrying more and more weight in the selection of products, brands or services. This rule applies particularly to mature consumer societies...

Catalogue: Automotive 2008

Author: Carsten Ascheberg

Company: SIGMA GmbH

March 3, 2008

Why do some online communities work

Online research communities have been generating quite a lot of buzz recently. At the American Marketing Association's market research conference in September 2007, this was one of the primary themes, discussed by companies like General Motors who...

Catalogue: Qualitative 2007

Authors: Marco Vriens, Lee Eyre, Jamie Hamilton, Misia Tramp, Lisa Galarneau

Company: Microsoft

November 12, 2007

Manga makes a difference

Working in Japan we have found that understanding the hit series, the plot lines and the messages people take from manga helps us understand the motivations and the coming trends in popular behavior.This study describes in detail the use we have made...

Catalogue: Qualitative 2007

Authors: Mai Ohno, Dave McCaughan

Company: Interpublic Group of Companies

November 12, 2007

Media in life survey

With the fast growth of digital media usage and the fragmentation of media audiences, it is increasingly essential to French media and advertisers to return to an overall consumer-oriented approach.The annual Media In Life survey launched by...

Catalogue: WM3 2007

Authors: Tiphaine Goisbeault, Isabelle Le Roy, Arnaud de Saint Roman

Companies: Mediametrie, Havas Group

June 3, 2007

Lifestyles of the ad averse

This paper explores the attitudes and media behavior of consumers who claim to dislike advertising and therefore avoid their exposure to marketers' messages.From the findings a framework is proposed for evaluating advertising which strategists can...

Catalogue: WM3 2007

Authors: Grace Ann Bennett, Melissa Ross, Tom Willerer, Beth Uyenco

Companies: KANTAR TNS Malaysia, Microsoft

June 3, 2007

Actionable consumer insights

This presentation discusses how consumer insight can play a valuable role in helping companies tackle one of the key business issues of the moment: climate change.It explores the growing pressure and opportunities that companies face to go green. It...

Catalogue: Consumer Insights 2007

Author: Richard Atkinson

Company: 2CV Research

May 7, 2007

Warm vodka and sweaty women

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnography and market analysis provided a means of...

Catalogue: Consumer Insights 2007

Authors: Jaroslav Cir, Greg Rowland

Companies: Greg Rowland Semiotics, Unilever

May 7, 2007