Resources Library by ANA

From mythmaker to gardener

We conceived a study in which we explored what makes people act, at the most fundamental level and, further, what makes people act on behalf of brands. In this paper, we'll explain what's behind an openness to act on behalf of brands, what needs this...

Catalogue: Qualitative 2007

Authors: Keith Navratil, Mitra Martin, Anita Black

Company: Hall & Partners

November 12, 2007

Digital consumer connections

Online communities offer many opportunities to involve consumers in the daily business of the marketer, and to use them as a source of inspiration instead of evaluation.In this paper, we will present a case study for Unilever's Rama Cremefine brand...

Catalogue: Qualitative 2007

Authors: Barbara du Perron, Anja Kischkat

Companies: MetrixLab, Unilever

November 12, 2007

No more death by research debrief

Research presentations often overwhelm audiences with endless slides and charts. This debrief phase is arguably the most important part of the research process.Until research has been used to motivate an action or improve decisions, the project has...

Catalogue: Congress 2007: Excellence

Authors: Amy Ricketts, Anette Bendzko

Company: GfK

September 19, 2007

Stop asking questions

The challenge for MR is to deliver the insight needed to make the right management decisions. The basic MR tool is asking questions, analysing the answers through statistics and/or interpretation and deriving meaning from this analysis; however, this...

Catalogue: Congress 2007: Excellence

Authors: Dave Snowden, Jochum Stienstra

September 19, 2007

Insight 2.0

The insight achievable by using active Web 2.0 techniques can be quite different from traditional insight.This presentation highlights two key issues: first, how to generate and extract insight from Web 2.0 which will require new techniques and...

Catalogue: Congress 2007: Excellence

Authors: Graeme Lawrence, Ray Poynter

September 19, 2007

Insights

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it will to the next. This paper aims to cut...

Catalogue: Consumer Insights 2007

Authors: Wendy Gordon, Nitasha Kapoor

Company: Acacia Avenue

June 15, 2007

TROI

Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Researchers will see the power that this type of new...

Catalogue: WM3 2007

Authors: Fiona Blades, Kathryn Parsons

Companies: Ogilvy, MESH Experience

June 3, 2007

Emerging media VS. traditional platforms?

Separation of the main media categories ingrained in audience measurement is increasingly jeopardised by reality: affordable, easy-to-use communication and multi-media devices, maximising freedom of content and timing and often used on the go.The new...

Catalogue: WM3 2007

Authors: Manuel Daehler, Isabel Wenger

Company: Swiss Broadcasting Corporation

June 3, 2007

The case of the elusive insight

Detective fiction offers a powerful framework for researchers to borrow from, not just as a source of inspiration but also as a way of thinking about our role as 'problem solvers', a reminder of the essentials of the insighting process from problem...

Catalogue: Consumer Insights 2007

Authors: Achala Srivatsa, Shashikala Raj

Company: Nielsen

May 7, 2007