Resources Library by ANA

The holistic approach

Qualitative research that follows a holistic model, emphasizing the importance of the whole while simultaneously acknowledging the vital interdependence of its parts, reaps the best results.How companies and their research partners can obtain the...

Catalogue: Consumer Insights 2005

Authors: Karen Hofman, Christine Blache

November 15, 2005

Provocative discourse as an insight generator

Provocation, normally understood in a negative sense, could be positively and ethically exploited for consumer insight generation in market research.The paper presents expert opinions on the role of provocation in different spheres of social life, as...

Catalogue: Qualitative 2005

Authors: Elena Mosicheva, Tatyana Ziglina

Company: MarketSense Russia

November 13, 2005

MOOD Consumption® theory

The MOOD Consumption® Theory provides a deeper understanding of consumer behaviour in a post-industrial world.Traditional demographic segmentation criteria such as age, gender and income no longer accurately explain buying attitudes. In today's...

Catalogue: Congress 2005: Making A Difference

Authors: Mette Kristine Oustrup, Mike Jeanes

September 21, 2005

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

Leapfrogging market research into consultancy

The paper demonstrates how to approach a strategic business issue, analyze it in its entire business context and develop productive solutions.In order to solve certain business issues, one must use a mix of tools and analyses from other disciplines...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Sonali Desai, Travyn Rhall

September 19, 2004

In touch with the spirit world

Many companies do branding studies. Many do segmentation studies. Both kinds of study provide extremely valuable diagnostic information to drive marketing strategies. Some companies even combine both in the same questionnaire. But very few studies...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Hilary Perkins, Paul Carney

March 30, 2003

From holistic marketing to holistic customers

This paper shows how two quite disparate banks in culture and outlook - Natwest Bank and the Royal Bank of Scotland - came together and evolved a comprehensive CRM strategy. In doing so it will demonstrate why it is necessary to marry the top-down...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Roger Donbavand, Maryan Broadbent

March 17, 2002

The future is already with us

This paper adopts its title from William Gibson's quote and provides an analysis of what lies just beyond the horizon. The presentation shifts the focus away from the tactical issues (for example, how best to integrate the Internet today) towards the...

Catalogue: ESOMAR Net Effects 5 2002

Author: Ray Poynter

Company: The Future Place

February 3, 2002

A holistic approach to customer loyalty research

This presentation describes a case study conducted for Microsoft Denmark in 2002.The aim of the presentation is to describe the fruitfulness of involving internal relations of the client company when working with customer satisfaction, thus obtaining...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Lars Bo Anderson, Christian Agger

Companies: Microsoft, Ulveman Explorative A/S

January 1, 2000