Resources Library by ANA

Perceptions of survey participation

As market research achieves maturity in Brazil and Mexico, some of the very same problems crippling practitioners in North America and Europe show up in survey cooperation trends and the issue of the vanishing respondent.This paper focuses on these...

Catalogue: Latin America 2005

Authors: Francisco Abundis, Leonardo Athias, Fabián Echegaray

Company: Market Analysis

October 23, 2005

Young families: Changes and trends

Current sociocultural changes have direct consequences on families and family dynamics. With respect to young families, this means: a) configuring a specific lifestyle; b) the appearance of a new segment, couples with dual incomes and no kids...

Catalogue: Latin America 2005

Authors: Mauricio Yuraszeck, Andres López Fernández

Company: KANTAR TNS Malaysia

October 23, 2005

Expanding market research

Recent years have witnessed a myriad of developments and ideas in the field of Market Research: online research, market ethnography, renaissance of projective techniques, data and text mining, among others.In the wake of these developments, what else...

Catalogue: Latin America 2005

Author: Sergio Poblete Ortega

October 23, 2005

Brand activation

This paper analyses a new and recently strong Marketing trend: Brand Activation.Brand Activation refers to those marketing activities that have developed strongly over the last few years, which fulfil a double task: the traditional one of building...

Catalogue: Latin America 2005

Authors: Viviana Barcesat, Vanina Gruart

Companies: KANTAR TNS Malaysia, Unilever

October 23, 2005

Communications and bottom line

Neuromarketing - brain wave or brain scam?This presentation explores the role and relevance of different brain scanning technologies and their appropriateness to research, marketing and corporate decision-making.

Catalogue: Congress 2005: Making A Difference

Authors: Peter Laybourne, David Lewis

September 21, 2005

Research ethics, morality and quality

The early research industry was experimental, experiential and built around key individuals' skills. It is now far too often a 'process' with rules and procedures, resulting in a commoditised context for purchase, use and evaluation.The process has...

Catalogue: Congress 2005: Making A Difference

Author: Neil McPhee

September 21, 2005

The heart transplant

This presentation focuses on why the traditional consumer insights model fails to deliver to the greatest need of modern CEOs - namely, -'how do I get the consumer at the heart of my business to drive a competitive advantage?'Understanding the...

Catalogue: Congress 2005: Making A Difference

Authors: David Jenkinson, Derek Leddie, Kristin Hickey

Company: The Leading Edge

September 21, 2005

From consumer to decision-maker

The consumer research industry is focused on 'doing research', but not necessarily on 'transferring and disseminating' research outcomes inside organizations.Several variables affect how well research is assimilated inside organizations: Speed,...

Catalogue: Congress 2005: Making A Difference

Authors: Luis Arnal, Andres Gonzalez-Cuevas

September 21, 2005

Predicting the unpredictable

Tipping points, viral marketing, the butterfly effect - Marketers today want to understand and take advantage of these 'emergent' phenomena. Outside of marketing research, innovative social and computer scientists have developed a new approach to...

Catalogue: Congress 2005: Making A Difference

Authors: Roger A. Parker, David G. Bakken

Company: Harris Interactive (Europe)

September 21, 2005