Resources Library by ANA

Performers and partners

This paper explores the role of video in ethnographic U.S. market research. We suggest that video is the fantasy du jour for marketers and the question we pose is why? What has made videotape so appealing and so seductive? The belief in video's...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Rita Denny, Patricia L. Sunderland

November 10, 2002

Mo' Trace

Compagnie has set up a national and international network of youngsters (Mo'Trace) who collect information regarding youth culture and other cultural shifts in their environment.These 'tracers' provide on a continual new input regarding remarkable,...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Claudia Put

November 10, 2002

Experiential consumption and excessive impulse buying

Four types of consumers are described, ranging from the most self-controlled and austere to those that experience economic, social, and familiar difficulties due to their psychological and emotional dependence on buying. The results are based on a...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Elena Olabarri Fernández, Irene García Ureta

September 22, 2002

Exploring the consumer's life and mind

This paper discusses Coca-Cola's journey into the consumer's mind and life - an initiative undertaken by Coca-Cola India to increase penetration and consumption of their brands by developing the market, instead of focusing solely on competing with an...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Poonam V. Kumar, Malini Pani

September 22, 2002

Utilizing segmentation throughout the research program as another means of audience measurement

This paper discusses the steps taken by VH1 Research&Planning to imbue a segmentation study conducted in 1999 into other research tools, including qualitative brand work, ethnographic research and quantitative brand tracking, and using results from...

Catalogue: ESOMAR/ARF WAM Conference 2002: Television

Authors: Colleen Fahey Rush, Danielle N. O'Reilly

June 9, 2002

How many countries are there in one country?

The purpose of this paper is to describe a methodology that enables the discovery and comprehension of the new consumption geographies and brand links established in Argentina within the framework of the changes undergone in the last decade.

Catalogue: Latin America 2002

Authors: Fernando Moiguer, Jorge Karol, Marita Soto, Santiago Bargagna, José L. Petris

Companies: The Coca-Cola Company , Compañia de Negocios Moiguer

May 12, 2002

They are not aliens, though sometimes they might well appear to be (Spanish)

This paper provides a portrait of Argentina today in order to allow outsiders a glimpse of the extreme changes the society is undergoing and its impact on businesses as a result of the Argentinean crisis.

Catalogue: Latin America 2002

Author: Guillermo Oliveto

Company: CCR Group

May 12, 2002

They are not aliens, though sometimes they might well appear to be

This paper provides a portrait of Argentina today in order to allow outsiders a glimpse of the extreme changes the society is undergoing and its impact on businesses as a result of the Argentinean crisis.

Catalogue: Latin America 2002

Author: Guillermo Oliveto

Company: CCR Group

May 12, 2002

Internet youth

This paper illustrates the behavior and feelings of Argentine youth Internet users. Their drivers to connect with the Internet are quite heterogeneous. Time and passion devoted to the Internet varies widely as it happens with subjects of interest,...

Catalogue: Latin America 2002

Author: Norah Schmeichel

May 12, 2002