Resources Library by ANA

Segmentation of Hispanic consumers in the United States based on the new acculturation model

The purpose of this paper is to provide a brief history of Acculturation Models as well as a new recommended approach to sub-segmenting the U.S. Hispanic market. There are discussions on other factors related to acculturation that may affect the way...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Gustavo Alvarez, Ricardo J. Alvarez

Company: Ipsos MRBI

October 24, 2004

When is a coconut not a coconut?

This paper calls for a reading of advertising discourse in the context of this overwhelming cultural specificity. It is proposed that, to create semiotically relevant discourses, advertising will have to invoke the cultural backdrop and build it into...

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

Author: Seema Khanwalkar

October 28, 2001

Similarity and diversity in European attitudes

This paper draws mainly from the vast amount of qualitative work done for the European Commission since 1986 to provide a better understanding of what Europeans are, how they view Europe and the European Union, and what research reveals more...

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

Authors: Daniel Debomy, Melanie Bortun, Thomas Glaser, Ruben Mohedano

Companies: OPTEM, Data Media Ltd.

October 28, 2001

Semiotic and new age

This study originated from a chance discovery or one that could be so defined if the author believed in chance (but he does not!). The collages used in focus groups can be interpreted by applying the Chinese theory of the five elements (the Tao). The...

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

Author: Luigi Toiati

Company: Focus S.r.L.

October 28, 2001

The business value of emotional intelligence

Papers included in this volume examine the impact of local culture both within European markets and further afield, in countries such as the Middle East and India. To what extent can a brand that is successful in one culture be transferred to another...

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

Author: Fiona Jack

October 28, 2001

A borderless brand

This paper explores and discusses issues relating to translating values of an international Western brand to India, a market with a completelydifferent cultural, social, historical and economic contexts.

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

Authors: Poonam V. Kumar, Malini Pani, Richa Puranesh

October 28, 2001

Italy's image and potential

This paper illustrates the main findings of a multi-country study carried out by Market Dynamics International between May and September 1999 on behalf of RAI International, the content provider for the international market (via cable and satellite)...

Catalogue: Ethnic Marketing 2000

Authors: Clara Origlia, Loredana Cornero

Company: Market Dynamics International srl

July 1, 2000

Real borders

This paper captures the two faces of India as a traditional developing market – the face lured by increased exposure to Western products and lifestyles, which coexists in complete harmony with the slow to change face rooted in centuries of...

Catalogue: Ethnic Marketing 2000

Authors: Poonam V. Kumar, Sukanya Kripalu

July 1, 2000

Research World (January 2000)

For the first time ESOMAR is holding a Conference on Ethnic Marketing. Delegates will examine the rich dynamic cultural heritage with ethnic communities bring to society as whole, resulting in cultural behaviour which is absorbed, and which...

Catalogue: Research World 2000

Author: ESOMAR B.V.

January 1, 2000