Resources Library by ANA

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

If this child were a car, what sort of car would it be?

Many clients around the world are trying to understand what appeals to a young audience, raising many challenges. Children differ vastly between age and gender, with clear global social and cultural differences. How can research be carried out on a...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Author: Barbie Clarke

November 28, 2004

Brand personality research goes online

Brand personality, initially explored by J. Plummer (1985) and later studied by J. Aaker (1997), is an idea that brands have 'personalities' or a set of human characteristics associated or linked with a brand in many people's minds.It reflects how...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Joseph Plummer, Ping-yi Lee

October 10, 2004

From rags to riches

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep understanding into means of breaking ingrained...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Loula Zaklama, Mohamed Saada

Companies: RadaResearch & Public Relations Company, Procter & Gamble

September 22, 2002

A new role for projective techniques

Marketing and consumers have changed since Projective and other Elicitation techniques were introduced into market research half a century ago. The objectives and rationale for employing them then maybe less valid now. Equally, the wholesale,...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Alan Branthwaite, Peter Cooper

Company: QRi Consulting Ltd.

October 28, 2001

Understanding the Chinese consumer

This article presents the first-hand experience of undertaking qualitative research in China for both mass market and luxury products. It shows, in particular, the power of projective techniques and the methods of in-depth analysis commonly used in...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Authors: Laurence Parisot, Anne Panis-lelong, Christophe Jourdain

Company: IFOP

November 1, 1997

Analyzing and forecasting world markets

Assessing the size and nature of national, regional and global markets for specific products has become both simpler and more difficult in the past twenty-five years. Compared to earlier large information gaps, many data points are now available....

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Andrew C. Gross, W. Benoy Joseph

September 1, 1997

The contribution of qualitative research to advertising creativity (Spanish)

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jorge A. Alisio

June 15, 1997

The contribution of qualitative research to advertising creativity

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jorge A. Alisio

May 1, 1997