Resources Library by ANA

Cracking the code of impactful advertisement: How to appeal to both Gen Z and grown-ups?

In this study, the conscious findings are aimed to be blended with the target audience's emotional reactions to get a 360 degree insight what attracts Generation Z in TV commercials and whether these cause a tension for the grown-ups. Within...

Catalogue: Congress 2017: Visionary

Authors: Yener Girisken, Secil Hasegeli Yagli

Company: ThinkNeuro

September 5, 2017

Spreading a common tongue

Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared marketing language to be integrated and embedded in all...

Catalogue: Asia Pacific 2015: Asia Means Business

Authors: Phong Huynh, Alena Rossini, Desmond Chan, Kalidas Ashok, Laurenz Koehler

Company: KANTAR TNS Malaysia

June 15, 2015

Relevant pieces to the Chinese media puzzle

This paper will offer a unique view of the Chinese media marketplace, that of the Chinese retail consumer. We present data from a 2009 study of 7,000+ Chinese consumers, age 18 to 34, who have reported on what media they use, i.e., consume, not what...

Catalogue: Asia Pacific 2010: Eyes on Asia

Authors: Don E. Schultz, Martin P. Block

April 20, 2010

Together we build the future

The goal of this paper is to draw a blueprint for an enhanced and holistic approach on online community research. Both researchers and clients will cede control to participants and make use of new web technologies, in the different phases of the...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Niels Schillewaert, Jo Caudron, Tom De Ruyck

Company: InSites Consulting

November 20, 2008

Learning to win

Once again, we argue that the failures [of innovation] are really not random at all: They are predictable and avoidable: if managers get the categorization stage of theory right. Of the many dimensions of business building, the challenge of creating...

Catalogue: Congress 2008: Frontiers

Authors: Howard R. Moskowitz, Johannes Hartmann

Companies: Unilever, Moskowitz Jacobs Inc.

September 26, 2008

Provocative discourse as an insight generator

Provocation, normally understood in a negative sense, could be positively and ethically exploited for consumer insight generation in market research.The paper presents expert opinions on the role of provocation in different spheres of social life, as...

Catalogue: Qualitative 2005

Authors: Elena Mosicheva, Tatyana Ziglina

Company: MarketSense Russia

November 13, 2005

Building strong, better brands - Looking beyond the obvious!

The paper will establish the need and illustrate the advantages of an integrated brand architecture framework combining the advantages of linking overt benefits and underlying human needs/motivations to brand choice into one holistic simple...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Sunando Das

October 10, 2004

Leapfrogging market research into consultancy

The paper demonstrates how to approach a strategic business issue, analyze it in its entire business context and develop productive solutions.In order to solve certain business issues, one must use a mix of tools and analyses from other disciplines...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Sonali Desai, Travyn Rhall

September 19, 2004

Mapping strategic options for the Dutch consumer association

An holistic research model was applied for both strategic and operational innovations, which segments consumers on the basis of norms and values, and maps out the driving forces of social change.

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Frits Spangenberg, Lex Liebregts

Company: Motivaction International B.V.

September 1, 1999