Resources Library by ANA

Fidorka re-launch in the Czech Republic

Fidorka is famous Czech heritage brand. When Kraft Foods bought LU biscuits company owning this brand, it had to deal with long term decreasing sales. Additionally, the brand’s latest positioning was cannibalizing KF making it less relevant...

Catalogue: Congress 2013: Think Big

Authors: Jiri Michal, Jaroslav Cir

June 15, 2013

Liquid and linked thinking

Keynote speaker: Galya Frayman Molinas, President Turkey, Caucasus & Central Asia, The Coca-Cola Company, Turkey.

Catalogue: Congress 2013: Think Big

Author: Galya Frayman Molinas

Company: The Coca-Cola Company

June 15, 2013

Creative lab

Being close to the target group is crucial for every business. However, too often marketing decisions are made far away and a long time after key insights were identified through market research. also, multinationals often find it challenging to...

Catalogue: Qualitative 2012: Informing Strategic Decision Making And Action

Authors: Eva Kulla, Henrike Reinhardt

Company: SKIM

November 8, 2012

Semiotics of taste

The traditional role of consumer research in the food and flavor industry focuses primarily on new concept creation and product development, as well as product testing. In this paper, we study how semiotics can be applied during the preliminary stage...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts

Authors: Nadège Depeux, Vladimir Djurovic

Company: Labbrand

November 18, 2010

Listening to social media from a B2B2C perspective

This paper gives insight into B2B-specific business requirements and how the application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers within the B2B2C...

Catalogue: Online Research 2010: E-Universe

Authors: Steffen Hück, Julia Jonas, Anne Grünhagen, Cornelia Lichter

Companies: HYVE, Symrise AG

October 19, 2010

Exploring the world of water

Danone undertook a rigorous scientific study of the use of water in daily life with an eye to identifying the perceived consumer benefits of water consumption in general. The study needed to demonstrate that water can bring real benefits to consumers...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Tom De Ruyck, Michel Rogeaux, Annelies Verhaeghe

Companies: InSites Consulting, Danone

September 15, 2010

Project hijack

This paper will show how a project aimed at helping Coca-Cola GB better understand the older teen audience has lead to a significant legacy inside Coca-Cola in terms of ways of thinking about the role consumers can play in the business. It will show...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Philip McNaughton, Beth Corte-Real

Companies: Face, The Coca-Cola Company

September 15, 2010

Latin eye tracking

The case describes the application of the Eye Tracking neurophysiologic technology in the advertising evaluation of Aceite Z with Super Fry, product of the multinational Team Foods. The television commercial created to halt the product's drop in...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Carolina Mejía Posada, Catalina Mejia Rozo

Company: YanHaas S.A.

May 21, 2010

Looking under the hood of CSR

Companies are investing in it, consumers demanding it, pundits applauding it . . . but what does Corporate Social Responsibility (CSR) really mean: to consumers as opposed to shareholders? Does it encompass fair pay to women? Reducing the carbon...

Catalogue: Congress 2009: Leading The Way

Author: Martin Oxley

Companies: BuzzBack Market Research, Nestlé

September 22, 2009