Resources Library by ANA

Life frames®

This paper discusses a new qualitative research approach to win meaningful insights in young consumer markets.The tool Life Frames® is based on the understanding that the consumer's demands are driven by situational needs and wants. It utilises...

Catalogue: ESOMAR Conference On Age 2005

Author: Axel Dammler

Company: iconkids & youth international research GmbH

January 30, 2005

Emotional responses to brands and product categories

Emotions are associated with everything we experience, including communication, purchase and consumption related to brands.Emotions are unconscious underlying elementary processes, to be distinguished from feelings. Emotions can be observed as...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Flemming Hansen, Larry Percy, Rolf Randrup

September 19, 2004

To know you is to love you

On the basis of a program instituted by Kraft Food to better understand consumer motivations, Kraft Foods Iberia conducted a survey for one of their core categories and main brands. Through buying behavior, the group of individuals that would help...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Maria Agui, Maria Fernández

April 18, 2004

A journey to the centre of the earth

More and more companies talk about the idea that putting people at the heart of their marketing is fundamental to the success of their business.Fewer admit how hard it is to get a grip on what really motivates consumers and on why people behave as...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Author: Nic Hall

April 18, 2004

Does your brand hit the consumers' hot buttons?

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations.We believe there are a set of universal needs that brands can effectively use to really hit the 'hot buttons'...

Catalogue: Asia Pacific 2004

Authors: Nic Hall, Gilbert K.W. Lee

March 28, 2004

Respondent misconceptions, falling response rates, is it time for change?

This paper looks at the relationship between the researcher and the respondent and seeks to challenge outmoded attitudes and to suggest new approaches which deliver value to all stakeholders (including clients, agencies, respondents, and customers)....

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Ray Poynter

September 14, 2003

Knowing the consumer through the eyes of others

This paper addresses the Two-Way Mirror method for its application in qualitative market research as a manner to approach the consumer's understanding through the consumer himself. This helps detect feelings, motivations and insights directly...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Alicia Martín del Campo, Mónica García

Companies: Qualimerc S.C., Unilever

March 30, 2003

Quantifying consumers' motivational structures for food products

This paper describes methodological issues concerning the Association Pattern Technique, a method to quantify means-end chain structures. The method provides understanding in the way consumers are motivated to choose specific products. The main focus...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Authors: Gerda I.J. Feunekes, Wilma den Hoed

Company: Unilever

November 1, 2000

Different customer strategies to face the powers of banks

This paper focuses on a study commissioned by ISanespa a large public bank in Brazil concerning bank customer habits and motivations in which psychographic segmentation techniques were used. In an attempt to identify consumer segments with...

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

Author: Vera Aldrighi

June 15, 1999