Resources Library by ANA

From mythmaker to gardener

We conceived a study in which we explored what makes people act, at the most fundamental level and, further, what makes people act on behalf of brands. In this paper, we'll explain what's behind an openness to act on behalf of brands, what needs this...

Catalogue: Qualitative 2007

Authors: Keith Navratil, Mitra Martin, Anita Black

Company: Hall & Partners

November 12, 2007

Four challenges of a new leader in an insights organisation

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'; min-height: 14.0px}Leaders need to create clarity, define structures and show vision, even when they don't know...

Catalogue: Congress 2019: The Global Data & Insights Summit

Author: Kajoli Tankha

Company: Microsoft

September 8, 2019

BC or AC: Before Coca Cola or after Coca Cola

This paper addresses certain ways in which anthropology may be applied with relevance to market research. Four main topics are discussed: the development of semiology as a powerful potential tool for understanding the dynamics of advertising; the...

Catalogue: ESOMAR Congress 1988

Author: Janet Gruber

September 1, 1988

A new kind of consumer panel

When trying to set-up a marketing plan for the coming twelve months, the Brand Manager is usually facing two types of problems : a) How to forecast the global market evolution in the local area under consideration ? b) Within this total market, what...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Alain Pioche

Company: Nielsen

June 15, 1992

Mind mapping

This essay takes up the question: "How is brand represented in the consciousness of the consumer? And on the basis of this starting point, how can the different expressions or manifestations of brand be explained?" This exploration is based upon the...

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Rudolf Sommer

Company: RSG Marketing Research

June 15, 1996

Cinderella and the pumpkin

This paper is about the main factors that determine a brand’s long-term value, factors that enable them not only to constantly extend their market share, but also to strengthen consumer loyalty and to generate price premiums, thus increasing...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Jean-Paul Frappa, Dominique Saint-Paul

Company: KANTAR TNS Malaysia

September 1, 1997

Brand choice modelling

The inspiration for this monograph is the belief that consumer choice modelling is the core discipline of consumer marketing research. The simple need of our industry is to be able to predict and to explain the choices that consumers make. The focus...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Author: Ian D. Greig

June 15, 1998

Beauty and the beast

This paper is as much the result of a recent study as the result of experience working with the women’s market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Cecília Russo, Jaime Troiano

June 15, 1999

Something tells me it's all happening at the zoo

The current competitiveness of the marketplace requires that qualitative research seek and deliver insights into a range of subject matter, including the nature and differences between brands.In pursuit of this, the sector has at its disposal a...

Catalogue: ESOMAR Conference 2005: Innovate!

Author: Neil McPhee

February 27, 2005