Resources Library by ANA

Consumer understanding in the age of entrepreneurship

Consumer research (CR) is a premium product offering which often represents an unaffordable luxury for small companies. At first glance, the notion that CR is expensive may sound ridiculous; but taking into account that by far the greatest consumers...

Catalogue: Latin America 2016: Research Renovation

Authors: Alejandro Salgado-Montejo, Carlos Velasco, Charles Spence, Carolina Maya, Andy T. Woods

April 13, 2016

Adding the sparkle to immersion research

The Listening Project, a collaborative immersion project, enabled multiple clients to gain a holistic understanding of their customers. Qualitative data was collected in ethnographic interviews, qualitative online board, diaries, and projective...

Catalogue: Global Qualitative 2015: Creative! Collaborative! Cool!

Author: Colleen Ryan

Company: TRA

November 18, 2015

How we became curators of cool

In this paper we deep dive into this continuous research cycle and its methodology using a specific target group as an example: The Tumblr-Generation. This young creative vanguard is arguably the most influential target group at the moment. Our paper...

Catalogue: Global Qualitative 2015: Creative! Collaborative! Cool!

Authors: Els Dragt, Pernille Kok-Jensen

Company: MARE

November 18, 2015

Thirsty work: Collaborating towards metacognition in the cold beverage path to purchase

The research showed that well-rehearsed 'patterns' of service in the channels explored tend to inhibit the desire to seek out something new when deciding on cold drinks, and they tend to result in consumers making these decisions in autopilot (system...

Catalogue: Global Qualitative 2015: Creative! Collaborative! Cool!

Authors: Sally Lewis, Katie Alexander

Company: Join the Dots InSites Consulting

November 18, 2015

Revue Française du Marketing (Juin 2015)

Nous avons le plaisir de vous présenter le numéro 252 de la Revue Française duMarketing. Nous en profitons pour vous annoncer un changement dans le rythme deparution de notre Revue. Pour se conformer aux standards des autres revues...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

June 1, 2015

Revue Française du Marketing (Décembre 2014)

Deux des plus grands défis du marketing concernent la révolution introduitepar les technologies digitales dans la communication, la diffusion des offres de produits et de services et la préoccupation de plus en plus forte des consommateurs...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

December 1, 2014

Revue Française du Marketing (Septembre 2014)

Quatre articles composent ce numéro de rentrée de la Revue Française duMarketing. Nous l'avons volontairement souhaité inscrit dans la «modernité» en retenant pour ce numéro un article sur les neurosciences et trois articles...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

September 1, 2014

Bollywood drama in the research world

Researchers are forever looking for newer ways of engaging and understanding consumers. In this paper, I will be discussing how Dramaturgy, a concept borrowed from the study of theatre and introduced to sociology, can be applied in consumer research...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity

Authors: Sandeep Dutta, Kavita Rahman Gulati

Company: KANTAR TNS Malaysia

June 15, 2014

Qualitative research and neuroscience

To be able to pinpoint the relationship between qualitative research and neuroscience in accessing and exploring the unconscious thoughts and emotions of consumers, there are a number of fundamental misconceptions that need to be cleared up.Taking a...

Catalogue: Congress 2014: What Inspires?

Author: Georges Guelfand

June 15, 2014