Resources Library by ANA

Segments, home run sometimes they strike but they won't complete the run’

The potential power of consumer segmentation seldom is unleashed due to incomplete internal buy-in across departments. This paper showcases an approach used to drive high actionability, taking a consumer journey from basic usage, lifestyle and...

Catalogue: MENAP Forum 2015: Leading Transformation

Authors: Rania Omar, Sarah Kambiz

Company: Nielsen

June 15, 2015

Silver age in CEE

ERSTE Group wanted to understand the lifestyles of people over 50 years old, including what segments can be found in their age group as well as what is typical for them. The micro-segmentation and ethnography study we consequently conducted focused...

Catalogue: CEE Research Forum 2014: East Connection

Authors: Petr Kubánek, Lenka Koreková

Company: KANTAR TNS Malaysia

March 24, 2014

Finding gold in the desert

In Latin America, many traditional firms still envision and reach consumers from emergent populations as if they were newcomers to the traditional middle class. Nonetheless, our research on lifestyle segmentation, in Peru and later in Mexico, Chile,...

Catalogue: Congress 2013: Think Big

Authors: Percy Vigil Vidal, Rolando Arellano Bahamonde

Company: Arellano Investigación de Marketing

September 26, 2013

Silver age in CEE

?eská spo?itelna wanted to understand the lifestyles of people over 50 years old, including what segments can be found in their age group as well as what is typical for them. The micro-segmentation and ethnography study we consequently conducted...

Catalogue: CEE Research Forum 2014: East Connection

Authors: Lenka Koreková, Petr Kubánek

Company: KANTAR TNS Malaysia

March 24, 2013

The evolved consumer

The global economic crisis has resulted in some predictable consumer behaviour changes. Even prior to the economic slowdown we were sensing shifts in consumer attitude towards the conspicuous consumption which had dominated the previous decade....

Catalogue: Latin America 2010: The Innovation Journey

Author: Karina Besprosvan

Company: integral, OmnicomMediaGroup

May 21, 2010

How to turn Latin American trends into market opportunities

Based on GfK Roper Reports' Worldwide (RRW), a survey conducted annually since 1997 in at least 25 countries including major Latin American countries, the paper identifies consumer lifestyle trends and reveal their consequences in terms of market...

Catalogue: Latin America 2006

Author: Jean Christophe Salles

Company: GfK

October 8, 2006

Segmenting by lifestyle in low income markets

This paper shows the market strategy of aiming at the highest income population rather than the mass population ignores tremendous opportunities for entrepreneurial growth existing in developing countries, particularly Latin American countries.Market...

Catalogue: Latin America 2005

Author: Ronaldo Arellano Cueva

October 23, 2005

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

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