Resources Library by ANA

From stream to structure

This paper describes the use of computerised topic analysis to segment and analyse tweets by US presidential election candidates in 2016. The statistical technique used to create the topic is called Latent Dirichlet Analysis (LDA). The paper shows...

Catalogue: Big Data World 2016: Understanding People Through Smart Data

Author: Andrew Jeavons

November 18, 2016

Datactionable!

In a typical segmentation study, segments are identified that differ in terms of their needs, attitudes or behaviours. However, these segments rarely differ on demographic or firmographic variables that exist on a customer's database(s). Thus, it is...

Catalogue: Big Data World 2016: Understanding People Through Smart Data

Author: Michael Patterson

Company: RADIUS Global Market Research

November 18, 2016

Box clever

The story of how Orange created a 'pick-up-and-play' interactive experience to ensure new segment insight was heard, brought to life, and acted upon. For an insight manager developing a new segmentation, it is vital to not only think about the...

Catalogue: Congress 2016: #WOW

Authors: Vincent Lenne, Andy Brown

September 22, 2016

It's time for Latin America to join the breakthrough innovation carnival parade!

This paper investigates local and global companies and their abilities to create balanced innovation portfolios throughout the main three types of innovations (core, contiguous, breakthroughs) comparing developed and developing countries,...

Catalogue: Latin America 2015: Carnival of Insights

Authors: Gerardo Martinez Romano, María Cristina Páez, Lucy Balbuena Robles

Company: Ipsos MRBI

June 15, 2015

Silver age in CEE

ERSTE Group wanted to understand the lifestyles of people over 50 years old, including what segments can be found in their age group as well as what is typical for them. The micro-segmentation and ethnography study we consequently conducted focused...

Catalogue: CEE Research Forum 2014: East Connection

Authors: Petr Kubánek, Lenka Koreková

Company: KANTAR TNS Malaysia

March 24, 2014

The art of research

A picture shows at a glance what it takes a dozen pages of a book to expound. Working with pictures within market research presents its own challenges and opportunities. Experience the power of images in our research art exhibition. The exhibition...

Catalogue: Congress 2013: Think Big

Authors: Filip De Boeck, Joeri Van den Bergh, Stefano Tabogo, Alice Merlo, Annelies Verhaeghe

Company: InSites Consulting

September 26, 2013

Finding gold in the desert

In Latin America, many traditional firms still envision and reach consumers from emergent populations as if they were newcomers to the traditional middle class. Nonetheless, our research on lifestyle segmentation, in Peru and later in Mexico, Chile,...

Catalogue: Congress 2013: Think Big

Authors: Percy Vigil Vidal, Rolando Arellano Bahamonde

Company: Arellano Investigación de Marketing

September 26, 2013

Measuring up

It’s been said that goldfish have an attention span of only a few seconds and that human beings are swiftly swimming down the same path. For market researchers, this trend must be addressed from multiple angles in order to continue garnering...

Catalogue: Congress 2013: Think Big

Authors: Aaron Jue, Kristin Luck

Company: Decipher, Inc.

September 26, 2013

The history of men's underwear

When you got up this morning did you really think about what specific pair of underwear you put on? Sure, now I am asking you can think of good pragmatic reasons. But have you really thought about why the underwear in your drawer got there. Marketers...

Catalogue: Congress 2012: Accelerating Excellence

Author: Dave McCaughan

September 13, 2012