Resources Library by ANA

Zalando: The journey from data to emotion

This paper discusses the importance of a comprehensive brand understanding and thus the essential need for qualitative market research for Zalando as a mainly data-driven company. To illustrate and support empirically, we have documented a case study...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Authors: Sebastian Prassek, Anne Strauss

Company: Happy Thinking People

November 16, 2016

The 'why' instead of 'what' of consumer behaviour

Today, with global markets developing, the major challenge for consumer research is to find innovative models to turn data into fundamental insight in buying motives. This presentation introduces evolutionary theory as the foundation of a new, global...

Catalogue: Congress 2011: Impact

Authors: Jan Guus Waldorp, Marie-Anne Simons, Harry B.M. van de Wiel

September 18, 2011

Measuring emotions of functional fragrances

This paper presents research into a method for deriving a consumer relevant emotional image set for a traditionally 'functional' product category such as Fabric Softeners. It begins by deconstructing one of the key basic level consumer benefits for...

Catalogue: ESOMAR Fragrance Research Conference 2005

Authors: Stan Knoops, Lana Glazman, Jeff Schmoyer

Company: International Flavors & Fragrances (IFF)

May 15, 2005

If this child were a car, what sort of car would it be?

Many clients around the world are trying to understand what appeals to a young audience, raising many challenges. Children differ vastly between age and gender, with clear global social and cultural differences. How can research be carried out on a...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Author: Barbie Clarke

November 28, 2004

A new role for projective techniques

Marketing and consumers have changed since Projective and other Elicitation techniques were introduced into market research half a century ago. The objectives and rationale for employing them then maybe less valid now. Equally, the wholesale,...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Alan Branthwaite, Peter Cooper

Company: QRi Consulting Ltd.

October 28, 2001

Analyzing and forecasting world markets

Assessing the size and nature of national, regional and global markets for specific products has become both simpler and more difficult in the past twenty-five years. Compared to earlier large information gaps, many data points are now available....

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Andrew C. Gross, W. Benoy Joseph

September 1, 1997

A bull in a China shop

The economy in China is growing at an unprecedented rate. It is forecast that its GDP will overtake the USA by the year 2030. While agricultural output is threatened by mass migration to the cities, the industrial, retail and financial sectors are...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Kate Shanahan, Trevor Sharot

Company: Nielsen

September 1, 1995

The potential for direct delivery in the asset finance market

This paper presents some of the key findings from a qualitative research project conducted by NOP Corporate and Financial on behalf of Lombard Business Finance. The overall objective of the research presented in this paper was to determine the...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Authors: Nick Watkins, Lucy Baker

June 15, 1994

Measuring editorial style in women's magazines

Conventional socio-demographic criteria are increasingly losing effectiveness for predicting consumer preferences, explaining political behavior, and in particular, differentiating readership profiles or targeting media audiences. As a result,...

Catalogue: Seminar 1993: Competition In Publishing

Authors: Lutz Erbring, Eva Schabedoth

June 15, 1993