Resources Library by ANA

A ton of data and an ounce of emotion

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 10.0px Helvetica}It takes not only data to optimize CRM communication strategy. To create communication appealing to humans, Human Centered Design approach is the obligatory roadmap. Importance of data is...

Catalogue: Fusion 2019

Authors: Leszek Haba, Piotr Idzik

Company: MASMI

November 10, 2019

Can machines be emotional?

We know emotions play an important role in consumer decision making but how do we access them at scale? SKIM and J&J teamed up to investigate!

Catalogue: Fusion 2019

Authors: Marcel Slavenburg, Judith Suttrup, Samantha Bond

Company: SKIM

November 10, 2019

Zalando: The journey from data to emotion

This paper discusses the importance of a comprehensive brand understanding and thus the essential need for qualitative market research for Zalando as a mainly data-driven company. To illustrate and support empirically, we have documented a case study...

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

Authors: Sebastian Prassek, Anne Strauss

Company: Happy Thinking People

November 16, 2016

Goodbye Big Data, hello big stories

For centuries, stories have been the most powerful way for people to understand their place in the world. In an era of big data, this is still true. In fact, stories are more important than ever. Data is good, but if we only see the world through...

Catalogue: Global Qualitative 2014: Research Renaissance

Author: Martin Lee

Company: Acacia Avenue

November 18, 2014

Our lips are sealed

This case study shows how a new implicit and metaphorical approach gave eBay a powerful commercial insight denied to conventional approaches:Response latency, in milliseconds, (combined with task accuracy) obviates the need for explicit questions,...

Catalogue: Congress 2014: What Inspires?

Authors: David Penn, Suzanne Lugthart

Company: Conquest

September 10, 2014

Goodbye Big Data, hello big stories

For centuries, stories have been the most powerful way for people to understand their place in the world. In an era of big data, this is still true. In fact, stories are more important than ever. Data is good, but if we only see the world through...

Catalogue: Global Qualitative 2014: Research Renaissance

Author: Martin Lee

Company: Acacia Avenue

June 15, 2014

Art + Science

The path to better consumer engagement for growth is paved with leading and bleeding edge combinations of art and science: from metrics to meaning to action. Marketers today are focused on the rapid changes in consumer behaviour, especially those...

Catalogue: Congress 2014: What Inspires?

Author: Gayle Fuguitt

June 15, 2014

Our lips are sealed

This case study shows how a new implicit and metaphorical approach gave eBay a powerful commercial insight denied to conventional approaches:Response latency, in milliseconds, (combined with task accuracy) obviates the need for explicit questions,...

Catalogue: Congress 2014: What Inspires?

Authors: David Penn, Suzanne Lugthart

Company: Conquest

June 15, 2014

Does facial coding generalize across cultures?

High growth Asian markets present huge opportunities for advertising and marketing industries. Self-report tools that have been validated over thousands of ads in western markets are useful, but less reliable, in Asian cultures due to the prevalence...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity

Authors: Jay Turcot, Pankaj Jha

Company: KANTAR TNS Malaysia

June 15, 2014