Resources Library by ANA

Building a standards-of-living system for marketers

Standards-of-living (SOL) classifications are a key building block to marketing strategies. They inform every step in the brand-building framework.Historically marketers used socioeconomic variables to define these segments. However, this approach...

Catalogue: MENAP Forum 2015: Leading Transformation

Authors: Driss Farissi, Othman El Ouazzani

Company: KANTAR TNS Malaysia

June 15, 2015

The chance of a lifetime

What happens when a business hasn't shown either growth, or profit, for 10 years?This is the story of a business that was totally given up on. Teams working on it were busy trying to move to other businesses. Morale was non existent.One single piece...

Catalogue: Congress 2015: Revelations

Author: Namita Mediratta

June 15, 2015

Less is more: Being deprived often brings out the best

This is a presentation that shows the power of taking something away. In a world where we are used to asking for more, while we indeed already have more, it seems almost backward. In the world of research where we ALWAYS want MORE it seems even more...

Catalogue: Congress 2015: Revelations

Authors: Vanessa Oshima, David McCaughan

June 15, 2015

Now I see what you mean

Our training and our professional culture leads us to think of the world through a rational, linguistic filter. We cling on to the idea that there is an objective reality 'out there' and that we have an impartial, objective standpoint. Of course,...

Catalogue: Congress 2015: Revelations

Authors: Nick Coates, Fiona Hall, Kevin McLean

June 15, 2015

What does your brand smell like?

This presentation will highlight the relevance of sensory branding as a means for enhancing brand uniqueness and simultaneously adding other layers to the elements that help create brand equity.Brands are carriers of symbolic and non-symbolic...

Catalogue: Sensory Forum 2015: Marketing Meets Science

Author: Massimo Cealti

June 15, 2015

Has customer centricity been lacking empathy all along?

Finding synergies among primary research and big data can feel like a dance of north-seeking magnets. Big data tends to focus on correlation (what, where, who), whereas market research historically focuses on causation (why). Gongos ajnd...

Catalogue: Congress 2015: Revelations

Authors: Sarah Phillips, Camille Nicita, Justin Smith, Susan Scarlet

June 15, 2015

It's time to get serious about play

Play is the future of research. Attention spans are shortening and the demand for something that is truly interesting and entertaining is increasing. People no longer want to answer half an hour surveys. People want to be engaged and entertained. It...

Catalogue: MENAP Forum 2015: Leading Transformation

Authors: Caroline Frankum, Ziad Skaff

Company: Hall & Partners

June 15, 2015

Firecracker

We're living in an age of personalisation. Each individual has the ability to create and consume his or her own content. Media fragmentation shouldn't be a barrier for brands, it represent an opportunity to connect with consumers in their own...

Catalogue: Latin America 2015: Carnival of Insights

Author: James Conrad

Company: KANTAR TNS Malaysia

June 15, 2015

Today and tomorrow

Dr. Meiselman has worked in sensory and consumer research for many decades, and has seen this field change dramatically from a focus on unbranded, unpackaged products to a wide spectrum including the product, the person consuming that product, and...

Catalogue: Sensory Forum 2015: Marketing Meets Science

Author: Herb Meiselman

June 15, 2015