Resources Library by ANA

The new brand-perception battleground

Despite the investment, most customer and user experience tweaks are completely forgotten according to Kahneman's peak-end rule of memory. The stories that stick define your brand and decide your fate. We asked 3600 customers "What is your most vivid...

Catalogue: Insights Festival 2020

Author: David Evans

Company: Microsoft

September 15, 2020

The new brand-perception battleground

Despite the investment, most customer and user experience tweaks are completely forgotten according to Kahneman's peak-end rule of memory. The stories that stick define your brand and decide your fate. We asked 3600 customers "What is your most vivid...

Catalogue: Insights Festival 2020

Author: David Evans

Company: Microsoft

September 14, 2020

Metaphors we remember by

Steer away from the dominant MR narrative (that focuses on the limits of human memory) and learn how to elicit and decode early memories to reveal precious information about how a person views the world.

Catalogue: Fusion 2019

Author: Oana Popa Rengle

Company: Anamnesis

November 10, 2019

Metaphors we remember by

Steer away from the dominant MR narrative (that focuses on the limits of human memory) and learn how to elicit and decode early memories to reveal precious information about how a person views the world.

Catalogue: Fusion 2019

Author: Oana Popa Rengle

Company: Anamnesis

November 10, 2019

Conceptual closure

Television advertising frequently follows a common creative structure. Typically this involves a narrative or story telling component that portrays a situation or problem followed by the presentation of the brand at or near the end of the...

Catalogue: Asia Pacific 2015: Asia Means Business

Authors: Richard B. Silberstein, Geoffrey Nield, Shaun Seixas

June 15, 2015

Don't take action based on this paper

What's UP? Ever thought about UP; Why you speak up in meetings when a hot topic comes UP but at other times you shut UP, make up excuses, so as not to stir UP trouble? And is your communication more like researchers walk into a bar... or rather...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Maya Bourdeau, Jiao Zhang, Omar Mahmoud

September 15, 2010

A deep dive into the mind

More and more research shows that consumer behaviour is driven for an important part by subconscious processes in the mind. Existing research techniques to uncover this area are either expensive or not very effective. Guided relaxation generates...

Catalogue: Qualitative 2009: The Evolving Human

Author: Ralph Poldervaart

Company: Motivaction International B.V.

November 23, 2009

Magical mystery tour

Synaesthesia may be applied to both Alzheimer's and Qualitative Research as an effective support technique, in order to trigger a spontaneous consumer language made of sensorial metaphor, based on a direct emotional experience. In order to enhance...

Catalogue: Fragrance 2009: The Trends Mistral

Author: Luigi Toiati

Company: Focus S.r.L.

June 26, 2009

Brand iconography

Given today's flood of information, consumers struggle to find their way and seek as much help as they can find in many markets. As part of everyday life, people often create help mechanisms such as mnemonics to make it easier to remember things. For...

Catalogue: Global Healthcare 2008: Consumer Choice

Author: Marion Adler

Company: ICON ADDED VALUE GmbH

February 6, 2008