Resources Library by ANA

Learning about consumers through a new bricolage

This paper describes how Brazilian women and youth deal with challenges as they pass through lifestages.The research method melds qualitative methodologies with a new approach to exploring the context of category, brand or communication drivers as...

Catalogue: Latin America 2005

Authors: Jem Wallis, Rob Marjenberg, Zilda Knoploch

October 23, 2005

Women's views on their portrayal in advertising

This presentation describes how women see themselves today, it explains how women think they have changed and it explores what is currently important to women in terms of their values.The presenters also aim to help brand owners reach for fresh...

Catalogue: Asia Pacific 2006

Authors: Sunanda Brahma, Gillem Lawson

March 19, 2006

Brand engagement

This paper shows how research techniques were applied in an online environment to elicit deeper learning about brand and media engagement among teenagers. The paper focuses specifically on teens in China, Brazil, Mexico, and Russia and demonstrates...

Catalogue: Congress 2006: Foresight

Author: Leyla Namiranian

Company: Decision Analyst, Inc.

September 17, 2006

Clues to a new housing concept suited for the over 50's

The paper is divided into three parts. The first part highlights the socio-demographic dynamics experienced by the over 50s in Italy during the last 30 years and the direction of future trends, that view remarkable changes both in quantitative and...

Catalogue: Seminar 1991: The Over 50's In The 90's

Author: Beatrice Cito Filomarino

Company: GfK

June 15, 1991

Idleness, leisure and free time

Idle time is becoming more important in cities like Mexico. Because of that, we saw the chance to make an influence on its increasing significance by converging with the leisure industry in general, which could have not only a large market, but the...

Catalogue: Leisure 2006

Authors: Heriberto Lopez Romo, Mayra Herrera Roqueñí

October 8, 2006

Gen X today

Research shapes our brands, inspires our content and helps us to communicate with our audiences. We know a lot about kids, families and young adults, so this year we embarked on a project to support our Adult-focused brands by exploring Gen X...

Catalogue: Congress 2016: #WOW

Authors: Anna Noel Taylor, Christian Kurz, Emma Murray, James Guerrier, Jo McIlvenna

June 15, 2016

The new rich

In a period of rapid and dynamic change in Japan, an understanding of Changing Values and Lifestyles provide strategic advantage to the today's marketer by providing an opportunity to observe emerging needs and desires among various psychographic...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Robert J. Wilk

June 15, 1990

An introduction to Japanese marketing

The Japanese marketers are facing a variety of challenges: The Japanese consumers are demanding better quality, uniqueness, varieties and new features. They are changing their lifestyle and values. They have more income and more time to spend....

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Mayumi Otsubo

June 18, 1990

Marketing to young consumers: Segmentation + life-style

Twenty years of daily work with 0-25 year-olds ( the new children's market is no longer defined according to the legal age of majority), within their different contexts (family, school, consumption, media,...) lead us to believe that: - Segmentation...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?

Author: Joël-Yves le Bigot

June 15, 1992