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

Fighting negativity

The world is obsessed with negativity. The cause can be found in the way the human brain is programmed. People have a natural brain alarm that is prone to short-term thinking and groupthink and has a sensitive antenna for danger. In 'fighting...

Catalogue: Fusion 2019

Authors: James Whelligan, Rijn Vogelaar

November 10, 2019

Measuring potential virality of content

This paper discusses the neurological understanding behind what makes a content click with the viewers and demonstrates how we can use new techniques such as EEG (Electroencephalogram) to measure the subconscious impact of the content on the viewers,...

Catalogue: Congress 2019: The Global Data & Insights Summit

Author: Mahesh Agarwal

Company: PT. Neurosensum Technology International

September 8, 2019

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 8, 2019

LITERALLY picking consumers' brains for better advertising effectiveness

Bringing art and science together to produce positive ROI, drive sales and penetration uplifts, and of course, winning ads.

Catalogue: ESOMAR Client Summit 2018- Autumn Edition

Author: Michelle Gansle

December 12, 2018

From Buddha bar to Buddha's brain

Living in this increasingly VUCA world where digital disruption occurs every day is not very brain-friendly. Fortunately, there is a tool to help us find peace of mind and, as a by-product, perform better at work. A brief mindfulness practice will...

Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence

Author: Nash Siamwalla

May 13, 2018

Harnessing the power of voice

Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers...

Catalogue: Asia Pacific 2017: Discoveries

Authors: Geeta R. Lobo, Roland Leung

Company: GfK

December 4, 2017

Cracking the code of impactful advertisement: How to appeal to both gen z and grown-ups?

How to craft a TV copy that Gen Z would enjoy with you? A work on the excited neurons. In the 21st century, new scientific sources emphasize that what we know about how people decide may be challenged (Kahneman, 2011). A number of behavioral...

Catalogue: Congress 2017: Visionary

Authors: Yener Girisken, Secil Hasegeli Yagli

Company: ThinkNeuro

October 30, 2017

Doctor, doctor, I've been dabbling in non-conscious measurement

Working in research for a decade, Tom thinks he has amassed sufficient experience to tackle most research challenges. Whilst he cares very much about his work, Tom has inadvertently become complacent. He embraced the switch to online research with...

Catalogue: Congress 2016: #WOW

Authors: Dipesh Mistry, Samantha Bond

June 15, 2016