Resources Library by ANA

Unlocking Consumer Minds

In the fast-moving consumer goods (FMCG) sector, the first 200 milliseconds of the initial encounter with a package make the difference. Consumers either like what they see and go for it, or they move on to alternative products. However, the reasons...

Catalogue: Latin America 2024

Authors: Luis Fernando Rico Navas, Cornelia Schonberger

Company: MindMetriks

April 24, 2024

Neuroscience applied

How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse...

Catalogue: Latin America 2019

Authors: Aline Souza, Janaína Brizante

Company: Nielsen

April 7, 2019

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

The bilingual brain

Hispanic bilingual Millennials (Billennials) are an increasingly important consumer group. Defined by their ability to speak both English and Spanish, it is critical to understand the impact of language on advertising in order to optimize messaging...

Catalogue: Latin America 2015: Carnival of Insights

Authors: Manuel Garcia, Roberto Ruiz, Esther Franklin

Company: Nielsen

June 15, 2015

Standardising touchpoint analysis

Today, an increasing number of touch points compete for a fixed amount of consumer attention. Finding the right media mix is therefore crucial, all the more so in rapidly growing China. However, for many multinationals, the promise of Chinese riches...

Catalogue: Congress 2013: Think Big

Authors: Tang Ruihong, Caroline Ji

September 26, 2013

How technology is changing the way we think

Digital technologies have changed the way we live and work. However, we rarely consider the effects of technologies themselves on our brains and our working practices. Increasingly neuroscience is revealing our brains to have an extraordinary degree...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Author: Sheila Keegan

November 13, 2011

Predicting brand decisions through emotional engagement

This paper brings into perspective the need to combine new research approaches with traditional ones. This will enable us to answer new and old questions, create innovative approaches using new technologies, and deliver more creative ways of...

Catalogue: Congress 2011: Impact

Authors: Rafal Ohme, Cristina De Balanzó, Henk Eising

Companies: KANTAR TNS Malaysia, Heineken

September 18, 2011

Damasio

We cannot turn our backs on progress and progress is now linked to neuroscience. The challenge is to demonstrate how a neuroscientific approach can represent an opportunity to improve the research tools which are currently at our disposal. Can it...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Nuria Serrano, Cristina De Balanzó, Siemon Scamell-Katz

Company: KANTAR TNS Malaysia

September 15, 2010

The emotional drivers of advertising success

This presentation integrates the models of neuroscience with empirical evidence from Millward Brown's brand and advertising studies.It demonstrates the power of emotion in marketing, and why it is so powerful, but also shows the need for a balance of...

Catalogue: Congress 2005: Making A Difference

Author: Graham Page

Company: KANTAR TNS Malaysia

September 21, 2005