Resources Library by ANA

Learning about consumers through a new bricolage

This paper describes how Brazilian women and youth deal with challenges as they pass through lifestages.The research method melds qualitative methodologies with a new approach to exploring the context of category, brand or communication drivers as...

Catalogue: Latin America 2005

Authors: Jem Wallis, Rob Marjenberg, Zilda Knoploch

October 23, 2005

Powerful insights

This presentation describes how Ethnographic Research, a method providing clients and market researchers with the possibility to jump into the respondents' life and take part in particular situations and relevant actions, can overcome barriers of...

Catalogue: Congress 2005: Making A Difference

Authors: Edeltraud Kaltenbach, Ji-Seun You

Company: Maritz Research

September 21, 2005

The invisible ethnographer

Explorations into consumer's ordinary everyday life experiences are now the uncharted frontier for market researchers.This presentation focuses on the view from the ground: the challenges video ethnographers face blending into surroundings to witness...

Catalogue: Congress 2005: Making A Difference

Author: Nick Leon

September 21, 2005

Insights into the purchase decision process of low income customers in Central and Eastern Europe

This paper describes research that has been carried out by INCOMA Research for Unilever Home and Personal Care division to increase understanding of low income consumers in Central and Eastern Europe. Research focussed on how low income consumers...

Catalogue: ESOMAR Retailing Industry Conference 2005

Authors: Alexandra Wren, Nadezda Odlova, Tomás Drtina

Companies: Unilever, GfK

April 19, 2005

Windows on the world

This paper is based on research conducted by Hennessy amongst its consumers, using internet-based ethnographic techniques. The results are based on a quantitative and qualitative assessment of over 1,200 personal web pages housed on Blackplanet.com....

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Mark Whiting, Franck Sagne

February 27, 2005

From marketing to 'societing'

The world of research is undergoing a process of change characterised by the emergence of increasingly sophisticated techniques that depart from traditional market research to embrace other methods drawing from psychology, ethnography, semiotics,...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Tiziana Traldi, Furio Camillo, Francesco Morace

Company: Future Concept Lab s.r.l.

February 27, 2005

Charles Schwab web case study

One research challenge is distilling or 'packaging' thousands of hours of data from a long-term ethnographic study to ensure it is clearly communicated, understood, and adopted by their organization. Often this hard-won data (e.g., transcriptions,...

Catalogue: ESOMAR Conference on Financial Services 2005

Author: Lisa Bertelsen

February 1, 2005

Drivers of change: New life stages and life courses

The consequence of changes in the fabric of UK society (the breakdown of traditional family structures, smaller households, the ageing population) is that traditional models of lifestages are becoming outdated and in need of revision.A new approach...

Catalogue: ESOMAR Conference On Age 2005

Author: Roger Donbavand

January 30, 2005

Developing winning strategies for consumers of all ages

This paper describes the work conducted by Brand Keys, Inc. and MGN Limited to develop an internationally validated tool that allows marketers to develop winning brand strategies based upon crafting strategies that are able to meet or exceed...

Catalogue: ESOMAR Conference On Age 2005

Authors: Robert Passikoff, Kerry O'Connor

Company: Brand Keys, Inc.

January 30, 2005