Resources Library by ANA

Generational effects in market research effectiveness

There is a growing belief in the marketing industry that traditional market research tracking methods are less predictive of millennial behaviour than for that of older generations and that Millennials can best be understood and measured by their...

Catalogue: Congress 2016: #WOW

Authors: Seth Duncan, Kelley Sternhagen

September 22, 2016

The potential power of digital creative

While digital media spend continues to grow exponentially, particularly in video and mobile platforms, creative is generally an after-thought when marketers are planning a digital campaign. While the ad industry provides a range of creative options,...

Catalogue: Congress 2016: #WOW

Authors: Cortney Henseler, Samuel Kim, Matthew Sharp

September 22, 2016

The power of reflective content

James Dean and Justin Bieber have one thing in common - they captured the imagination of young people in their generations by tapping into identity crisis. While identity crisis itself is not new, the nature of identity and its expression is...

Catalogue: Congress 2016: #WOW

Authors: Shibani Nayak, Sumeli Chatterjee, Sushma Panchawati, Aman Anand, Devika Johar

September 22, 2016

The game-changing generation

Millennials are adopting new technologies and changing buying behaviors, resulting in challenges that brands need to tackle. Understanding Millennials required adapting the research approach: conducting the survey on smartphones, and more...

Catalogue: Congress 2016: #WOW

Authors: Patricia Dominguez, Joyce van Heeswijk, Julia Goernandt, Cori Deutsch, Nijat Mammadbayli

Company: SKIM

September 22, 2016

Gen X today

Research shapes our brands, inspires our content and helps us to communicate with our audiences. We know a lot about kids, families and young adults, so this year we embarked on a project to support our Adult-focused brands by exploring Gen X...

Catalogue: Congress 2016: #WOW

Authors: Christian Kurz, Jo McIlvenna, Anna Noel Taylor, Emma Murray, James Guerrier

September 22, 2016

Chinese gen Y: The generation of opportunities

This paper offers the key findings from a study done on Generation Y (born 1980 to 1990) in China, providing a close look at these new Chinese super consumers that shape the presence and the future of the mass Chinese consumer society.By exploring...

Catalogue: Asia Pacific 2016: Get Connected!

Authors: Dirk Ziems, Sami Wong

Company: concept m research + consulting GmbH

May 19, 2016

A mobile discovery to reveal the passions of Chinese youth

ABInBev China commissioned MobileMeasure (MM) Consulting to understand the new age connected youth and their passions. They wanted to discover the existing and emerging target market segments in China and identify their interests, passions and...

Catalogue: Asia Pacific 2016: Get Connected!

Authors: Navin Williams, Muthu Kathiresan

May 19, 2016

Project 72

The demographics of the Las Vegas visitor are rapidly changing. The new Vegas has wide appeal to the Millennial market, who do not exhibit the same in-situ behaviour as other segments. With 8 resident shows in Vegas, there's lots of interest at...

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

Authors: Daniel Berkal, Axel Bedikyan, Elana Gorbatyuk

November 18, 2015

Makers revolutionise making

Based on ethnological research within the Berlin DIY scene, this study aims to throw light on the contemporary maker sub-culture. The trend of making has an impact on consumer culture: starting as a critical counter-project, the idea transforms and...

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

Authors: Ayobamidele Gnädig, Maria Wronka, Dominic Eberhardt

November 18, 2015