Resources Library by ANA

Alice through the looking glass

The author of this paper utilizes the Tao Collage decoding system, which applies Taoist conceptual thinking to a semiotic framework, to provide a glimpse of how qualitative researchers viewed the future.

Catalogue: Qualitative 2005

Author: Luigi Toiati

Company: Focus S.r.L.

November 13, 2005

Is this tribe local or global?

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as market research practitioners tells us that what sells...

Catalogue: Asia Pacific 2004

Authors: Gordon Pincott, Rimelle Freedman, LiLian Yap, David Chantrey

Company: KANTAR TNS Malaysia

March 28, 2004

The impact of low birth rates towards the life stage segmentation model in CRM

The Life Stage segmentation model has been widely used in the area of analytical CRM and target marketing. The model is based on the use of customer demographics data and classifies a business organization's customer database into Life stage...

Catalogue: Asia Pacific 2004

Authors: Andy Kung, Ivy Cheung, Mayer Lam

Company: Ipsos MRBI

March 28, 2004

Basic instinct

This paper addresses the challenge of cross-cultural positioning of brands. It is based on the premise that consumer behaviour is driven by deep-seated needs and basic values that are primal in nature and part of the genetic imprint. These do not...

Catalogue: Asia Pacific 2004

Author: Poonam V. Kumar

Company: KANTAR TNS Malaysia

March 28, 2004

Life beyond the focus group

Globally, clients and stakeholders such as advertising agencies are looking for richer insights which they can use to differentiate their brand. Semiotics is an area that can appear to offer rich possibilities.Like psychology, this area is of vital...

Catalogue: Asia Pacific 2004

Author: Lee Ryan

Company: KANTAR TNS Malaysia

March 28, 2004

Lifestyle segmentation of the Chinese consumer

Although lifestyle research is abundant in western countries, similar research is absent in China due to historical reasons. More recently researchers and organizations have begun to pay attention to the differentiation of Chinese consumers.Based on...

Catalogue: Asia Pacific 2004

Author: Forest Ma

March 28, 2004

Sensitive subject in a sensitive market

This paper discusses the problems of researching sensitive subjects in a conservative Islamic country such as Saudi Arabia. Using erectile dysfunction as a specific example, the paper discusses the avenues which have been explored and the crucial...

Catalogue: Global Healthcare 2004

Author: Jim Ryan

February 22, 2004

Archieving comparability from multicultural diversity

Cultural sensitivity - understanding the differences that occur across the peoples who inhabit the global village -results in better research designs and better interpretation of results, and helps a global marketer to better understand how to...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Author: Peter Klein

Company: MSW_ARS Research

December 3, 2003

Hip-hop: Subculture or super brand?

The presenters argue that a true understanding of the appeal of hip-hop can have valuable implications for marketers seeking to connect with young people. Hip-hop incorporates a number of key values which resonate powerfully with the youth target....

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Chris Arning, Ednyfed Tappy

Company: Flamingo

November 5, 2003