Resources Library by ANA

Why do I still come to work?

Years ago, people mostly stumbled into a career in marketing research by accident. Some thrived and persisted, while others did not. For those who remained, what was the secret to happiness in the industry? What inspired them? Why did they persist?...

Catalogue: Congress 2014: What Inspires?

Authors: Jeremy Pace, Andrey Evtenko

September 10, 2014

Zodiac brand research in China

Research about Chinese consumer motivations and perceptions needs new and different techniques and methodologies in order to match the specific Chinese cultural context and heritage. For gaining a deeper understanding of the meaning of brand...

Catalogue: Congress 2014: What Inspires?

Authors: Dirk Ziems, Sami Wong

Company: concept m research + consulting GmbH

September 10, 2014

Mapping and interpreting socio-cultural change in urban India

As urban India continues to transform at a rapid pace, brands across categories seek to build relevance by positioning themselves on platforms linked to the new meanings and ways of being in a fast-changing society. A semiotic analysis of the...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity

Author: Satyam Viswanathan

May 13, 2014

The power of the dark side

The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly...

Catalogue: Qualitative 2013: Brilliant Transformations

Author: Shobha Prasad

Company: Drshti Strategic Research Service pvt. Ltd.

November 20, 2013

A 4-dimensional view of the digitally engaged consumer

The evolution of technology has fundamentally shifted the position of the consumer. It's no longer about marketers talking at customers, but rather about customers choosing how and when to engage with brands. Today's consumer is empowered by...

Catalogue: Congress 2013: Think Big

Authors: Maria Domoslawska, Heather Dougherty

September 26, 2013

To have and have not

This paper draws from a major research initiative undertaken by Nickelodeon's Brand & Consumer Insights Group in the fall of 2006. Nickelodeon, the preeminent children's media brand and central pillar within MTV Networks' Kids & Family...

Catalogue: Qualitative 2007

Authors: J. Alyson Bryant, Marsha E. Williams

Company: Viacom International Media Networks

November 12, 2007

Are panelists employees or respondents?

Online survey panelists are frequently characterized as 'professional respondents' motivated by self-interested, incentive-maximization. Little scientific evidence exists to evaluate such claims.This paper reports on two experiments testing...

Catalogue: Panel Research 2007

Author: Eric Taylor

October 28, 2007

Consumer attitudes and behaviours

Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This presentation explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for consumer research and marketing. Consumer...

Catalogue: Consumer Insights 2007

Authors: Julian Kenway, Jonathan Fletcher

Company: Illuminas

May 7, 2007

Electronic word-of-mouth

The Internet enables customers to obtain electronic Word-of-Mouth from other customers.This paper illustrates a qualitative research project to identify customer motives for reading other customers' online articulations from online consumer opinion...

Catalogue: Congress 2006: Foresight

Authors: Jamie Burton, Marwan Khammash, Katherine Allan

September 17, 2006