Resources Library by ANA

It's time for Latin America to join the breakthrough innovation carnival parade!

This paper investigates local and global companies and their abilities to create balanced innovation portfolios throughout the main three types of innovations (core, contiguous, breakthroughs) comparing developed and developing countries,...

Catalogue: Latin America 2015: Carnival of Insights

Authors: Gerardo Martinez Romano, María Cristina Páez, Lucy Balbuena Robles

Company: Ipsos MRBI

June 15, 2015

From terabytes to archetypes

This paper shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into B2B and B2C customers' motivations and inhibitions within the...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!

Authors: Alexander Erofeev, Simon Patterson

Company: QRi Consulting Ltd.

March 26, 2012

From intuitive to formal cultural knowledge

As global marketing and market research efforts increasingly become centralized, one of the fallouts has been a loss of intuitive cultural knowledge that has traditionally been built into consumer insight and marketing communication by local teams...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts

Authors: Poonam V. Kumar, Anjali Puri

Company: KANTAR TNS Malaysia

November 18, 2010

The role of helpers in advertising

The presentation will analyse the role of the so-called Helpers in advertising, drawing inspiration from both French semiotics and the American theories on screenwriting: originally combined in an innovative method. In movies, the Helpers are very...

Catalogue: Qualitative 2008: Consumer Choice

Author: Joseph Sassoon

Company: Alphabet Sas

November 20, 2008

Global diversity?

Certain archetypes seem to be more prevalent and applicable to certain cultures yet do not resonate with others.The key question is whether something can be superimposed on archetypes that can help understand cultural differences, leading us then to...

Catalogue: Global Diversity 2006

Author: Dipen Mehta

May 8, 2006

Forever Jung

This paper provides a new approach to consumer segmentation, in which the aim is to reveal archetypes rather than segments per se.We outline the limitations of conventional segmentation approaches, and describe a method for extending such techniques...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Giles Hedger, Leigh Morris, Raimund Schmolze

September 19, 2004