Resources Library by ANA

The power of the dark side

The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly...

Catalogue: Qualitative 2013: Brilliant Transformations

Author: Shobha Prasad

Company: Drshti Strategic Research Service pvt. Ltd.

November 20, 2013

Measuring jokes

Humour and market research do not really have large, directly overlapping areas. If we do a search on Google on the word 'humour' we find that the content that is relevant to our purposes is mainly focusing on the link between humour and psychology....

Catalogue: Qualitative 2008: Consumer Choice

Author: György Pásztor

Company: KANTAR TNS Malaysia

November 20, 2008

The games we play

Using a key theory of psychoanalysis (Transactional Analysis), this paper analyses the way we run our online panels. It points out that a lot of the problems we are experiencing (declining response rates, professional respondents, etc.) are...

Catalogue: Panel Research 2006

Author: Pete Comley

October 8, 2006

Building strong, better brands - Looking beyond the obvious!

The paper will establish the need and illustrate the advantages of an integrated brand architecture framework combining the advantages of linking overt benefits and underlying human needs/motivations to brand choice into one holistic simple...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Sunando Das

October 10, 2004

Association technique and jingle analysis

This paper presents an approach to symbolic jingle analysis. The technique is based on the concept that music plays an important part in deciding the emotional charge of an advertising message, not only reinforcing it but also giving it an exclusive...

Catalogue: ESOMAR Congress 1989

Authors: Alessandro Paris, Ivana Ventura, Laura Frontori

September 1, 1989

Psychological analysis of ordinary people and the structure of interviews

"Life-Psycho-Analysis" is psychological analysis of ordinary people in their daily behavior. This is a method which requires to comprehensively understanding from the perspective of why do they act in their shopping behavior as consumers or their...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Jun Aburatani

June 15, 1988

For a better understanding of individuals

This new material can be analysed in the same way as verbal material. We start with a content-analysis and a symbolic, metaphorical and psycho-analytical interpretation of the signs sent out, just as we would with words. The only difference is that...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Author: Marianne de Souza

June 15, 1984

Motivation research and psychoanalysis (French)

Born of the recognition of the irrational character of the "buying act", M.R. in its rapid growth raised - and continues to raise - criticisms and sarcasm. At the source of most of these criticisms we find a confusion between M.R. and psychoanalysis...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation

Author: Alfred Denner

June 15, 1957

Motivation research and psychoanalysis

Born of the recognition of the irrational character of the "buying act", M.R. in its rapid growth raised - and continues to raise - criticisms and sarcasm. At the source of most of these criticisms we find a confusion between M.R. and psychoanalysis...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation

Author: Alfred Denner

June 15, 1957