Resources Library by ANA

This may fell a little freaky

This paper describes a philosophical conflict that is underway and present at all levels of our culture today. The conflict is between a traditional framework for understanding truth and reality, and a second, increasingly important paradigm that...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Sarah Castell, James Parsons

Company: Flamingo

October 28, 2001

Ready, fire... aim

This paper argues that semiotic and cultural analysis is the best and quickest way to first assess what is going on in any marketplace, before embarking on any other kind of developmental consumer research. It shows why this form of investigation is...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Author: Monty Alexander

September 23, 2001

Exploratory consumer buying behaviour

Successful marketing today requires continuous identification of those consumer groups that are more open-minded towards new or relaunched products and services. Those persons – frequently characterised as ‘early adopters’ or...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Harald Hasselmann, Roland Helm

Company: Ipsos MRBI

September 23, 2001

The contribution of qualitative research to the presidential campaign of Vicente Fox

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the...

Catalogue: Latin America 2001

Authors: Guido Lara, Soledad Rojas

May 1, 2001

Bottom finishing in Latin America

This paper suggests how wireless providers can profit by serving traditionally under-served market segments in Latin America. It discusses how traditional strategies for targeting upmarket consumers may not be optimal for new entrants, given the...

Catalogue: Latin America 2001

Authors: Tim Sweeney, Donna Russell Arguedas

May 1, 2001

Woo me, woo my family... Marry me, marry my family

The Middle East epitomises collective behaviour. This is beautifullycaptured in a traditional saying 'it takes a village to raise a child'. This isincreasingly true of Saudi Arabia, one of the most populous countries inthe Middle East. While most...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Author: Suma Ravi

Company: Nielsen

November 1, 2000

The future of research

Qualitative research has at its essence the search for a consumer truth, an insight into behaviour or attitude that will guide the marketer to a product positioning distinctive and relevant enough to cut through the data smog and advertising clutter...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Authors: Fiona Jack, Bas Homans

Companies: Green Light International, MARE

September 1, 2000

New ways to explore consumer point-of-purchase dynamics

This paper describes recent attempts to use virtual reality components for improving the generation and presentation of experimentally varied tasks in discrete choice analyses. These tasks, particularly in consumer purchase situations, have...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Authors: Bernhard Treiber, Stephen P. Needel

September 1, 2000

How new and different are consumers in the digital marketplace?

Will the digital marketplace redefine consumer lifestyles? Does networking improve the quality of our lives? What is the overall trend when it comes to internet usage and what trends can be observed with respect to specific sites and services? In...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Author: Jochen Hansen

Company: Institut für Demoskopie Allensbach GmbH

September 1, 2000