Resources Library by ANA

From Rio to the rest of the world

As economies like Brazil emerge, a seismic shift is taking place in the marketing budgets of global brands, out of developed markets and into those rapidly increasing in wealth and influence. What does this mean for market research? The...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Ana Alvarez, Fiona Blades

Companies: PepsiCo, MESH Experience

September 13, 2012

Market research challenges in emerging economies

The challenge of market research is perhaps greatest in countries where it becomes nearly impossible to complete any daily polls due to conditions of social inequality, violence as an historical constant and inefficient transportation and...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Catalina Mejia Rozo, Helga Mora Santamaría

Company: YanHaas S.A.

September 13, 2012

Should Latin America fall in love with shopper mobile research?

The idea of the 'Digital Era' is dead. People are not becoming more connected- they were simply never disconnected. Mobile usage is at unprecedented levels in countries around the world, with mobile usage in some emerging markets surpassing usage in...

Catalogue: Latin America 2012: Uncovering Opportunities

Authors: Fabio Martins, Armando Mora

Company: Ipsos MRBI

May 3, 2012

Creating value

This case study identifies issues for global marketers to consider in addressing emerging markets like Indonesia, particularly relevant for categories where, while most intend to acquire, few see the need to act immediately. Intel spotted an...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope

Authors: Radhecka Roy, Sunita Venkataraman

Company: Ipsos MRBI

April 17, 2012

"So many different suns"

How do you position a brand to consumers in emerging markets that is both affordable and desirable? Can a low priced brand be aspirational? What creates 'star' brands at all market levels? The Theory of Multiple Poverty Lines postulates that there...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope

Authors: Sangeeta Gupta, Shobha Prasad

April 17, 2012

Global Asian youth culture - Connected from Delhi to Shanghai to LA

East and South Asian diasporas are rapidly growing in both North America and globally. They are also strongly connected to rapidly growing Asian markets that themselves are increasing in influence globally. A demographic characteristic of these...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope

Authors: Joseph Chen, Robin Brown

Company: IRIS Network

April 17, 2012

Connecting dots

This paper shares a business case showing how qualitative research, when properly interpreted, led to successful business results by finding the proper positioning for a newly launched brand in Sudan, a country with very challenging market dynamics....

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Author: Diaa Rashwan

November 13, 2011

'All humanity is one undivided and indivisible family' (Mohandas K. Gandhi)

Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe. It is especially interested in the family market where change and transition can challenge cultural values. Unilever has commissioned a...

Catalogue: Congress 2011: Impact

Authors: Catriona Ferris, Barbie Clarke

Company: Unilever

September 18, 2011

Local small and medium enterprises in less developed countries

Success in the market research industry might well be coming from local SMEs (Small and Medium Enterprises) segment and not just coming from the traditional focus on big multinational corporations. This presentation shows how market researchers value...

Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity

Authors: Thong Tuong Tuan, Dung Tran Ngoc

Company: INTAGE HOLDINGS Inc.

March 20, 2011