Resources Library by ANA

Getting into the real world of the shopper

For years we tried to get a hold on the shopper decision tree by traditional quantitative and qualitative research techniques using verbal measures (U&A, diary method, in shop observations, etc.). Nevertheless, the proliferation of SKU's turns...

Catalogue: Congress 2010: The Changing Face Of Market Research

Author: Wim Hamaekers

Company: Rogil Marketing & Sensory Research

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

Stripping the wall paper

Many organisations have big questions that are not tackled head on as they seem to be beyond the reach of research. This presentation will illustrate how new technology, combined with partnership working and big picture thinking, can be employed to...

Catalogue: Qualitative 2009: The Evolving Human

Authors: Barry Boyle, Helen Bywater, Alex Baverstock, Phil Halliwell

Company: Ipsos MRBI

November 19, 2009

Eye tracking

Audience quality attention to advertising media has been a concern to marketers for a long time. Are audiences just viewing a product? Or are they really observing and becoming aware of the brands, products and their benefits when they are advertised...

Catalogue: WM3 2009: Change Is In The Air...

Author: Idalia Cruz Garza

May 7, 2009

Where do you really watch when you are seeing?

This presentation employs the latest technology to better understand the relationship between what people say they watch versus what they actually are watching during a product placement segments of television. As such, the paper is based on a...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Mike Hess, Karina Besprosvan

Company: integral, OmnicomMediaGroup

June 1, 2008

Game, set, match!

Sport Eye Tracking allows Havas Media and Havas Sports to assess whether brands are effectively looked at by TV viewers during sports broadcasting.Does the viewer focus only on the game action or does he also spot brands on television? How long is...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Isabelle Le Roy, Julien Vivier

Company: Havas Group

June 1, 2008

Analysis of eye properties

The presentation introduces a measurement method embedded in software that makes it possible to measure the immediate unconscious and uncontrollable emotional responses before they are cognitively perceived, interpreted, and biased by our mind. The...

Catalogue: Congress 2007: Excellence

Author: Jakob de Lemos

September 19, 2007

Biofeedback and eye-tracking

This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store layout, leveraging on several in store retail mix...

Catalogue: Retail 2007

Authors: Francesco Gallucci, Rosario Stingo

Company: Procter & Gamble

February 19, 2007

The full picture

This paper will argue that eye tracking has a place in usability research. As part of bringing the consumer into the heart of the website design process, the use of eye tracking technology has now evolved to become a necessary tool to use as part of...

Catalogue: ESOMAR Conference 2004: Technovate 2

Authors: Iain Janes, Marcus Boyland, Howard Barber

Company: GfK

February 1, 2004