Resources Library by ANA

Bag stories

Greet, Wendy and Ute shamelessly talked with women about the content of their bag. So did their partners around the world, from Shanghai to Stockholm. Bags from 15 countries will tell the stories of their owners. Female insights based on one of the...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Ute Rademacher, Wendy Hesseling, Greet Sterenberg

Company: Colibri Research

November 20, 2008

Measuring the immeasurable

The effectiveness of advertising is diminishing. A fragmenting audience, increasing advertising overload and the consumer's growing possibilities of avoiding commercials threaten the relevance of 'above the line' advertising. 'Traditional' measures...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Nicole Scheibenreif, Andy Santegoeds, John H. Faasse

June 1, 2008

Should we forget advertising awareness?

Advertising awareness, the most used ad efficiency metric, is increasingly questioned by advertisers. Indeed, this measure is based on old economic theories of the consumer behaviour. In the 90s, academic researches, in particular those based on...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Valerie Morrisson, Pierre Gomy

Company: KANTAR TNS Malaysia

June 1, 2008

Using faces

This presentation outlines what led to the construction of our emotional measurement technique, and the psychological theory underpinning it. It describes some important new findings for the measurement of emotion in advertising: Emotions drive...

Catalogue: Congress 2007: Excellence

Author: Orlando Wood

Company: BrainJuicer

September 19, 2007

Happy malcontents

What increases our happiness? Does wealth make us less stressful and happier? Does stress make us unhappy? What is the relation between our material as well as psychological well-being on one hand and satisfaction with social conditions on the other?...

Catalogue: Congress 2007: Excellence

Author: Krzysztof Zagorski

September 19, 2007

A quest for answers

Everyone wants to know why consumers choose brand A, switch from A to B, believe X and behave in certain ways. Yet most of the time, consumers don't know whyThis presentation looks at alternatives to why and more broadly, the best questioning methods...

Catalogue: Congress 2007: Excellence

Authors: Sarah Hamburger, Stephen Phillips

September 19, 2007

How not to kill the goose that lays the golden egg

This paper describes the latest thinking in the field of psychology relating to human motivation and how this may be used to inform the market research industry in its quest to reduce non-response.It reviews and contextualises the history of...

Catalogue: Panel Research 2006

Author: Pete Cape

Company: Research Now SSI

October 8, 2006

Renewing the original bonds

Market research has its roots in psychological theory and method, but there is a growing gap between psychological understanding and market research practice.Marketers today often rely on implicit or naïve explanations rather than formal theories...

Catalogue: Congress 2006: Foresight

Author: David G. Bakken

September 17, 2006

Before the after-shock

Foresight and intuition are interlinked. This paper posits that foresight and prediction are a function of good and intuitive thinking on the part of researchers and research buyers.Intuition is our 'adaptive unconscious'. All of us have this...

Catalogue: Congress 2006: Foresight

Author: Anumita Sharma

September 17, 2006