Resources Library by ANA

Fun, fast and easy

Human beings use two systems to make their decisions. One is fast and emotional, the other more difficult, ponderous and conscious. Research is prejudiced in favour of the latter. This presentation outlines the growing efforts to change that through...

Catalogue: Asia Pacific 2013: Asia On The Move

Author: Tom Ewing

April 7, 2013

Research without borders

Our role is to shape decision-making. In large multinationals, the global structure of the marketing organization largely determines whom we get to influence. Evolving structures further complicate or limit our role. However, the researcher is...

Catalogue: Congress 2012: Accelerating Excellence

Authors: C. Frederic John, Liz Moore, Anna Mariano

Companies: MasterCard, Chrysalis Partners

September 13, 2012

Global research transition

This paper illustrates emerging research methodologies and introduces a multi layered approach. SC Johnson required an innovative approach to understand consumers' decision making journey within the air care category. A quantitative study with...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!

Authors: Jenna Alexandre, Corrine Sandler

March 26, 2012

What can tobacco addiction teach us about consumer decision making?

This paper sheds light on how emotion, anxiety, reward, and hedonic forecast are involved in consumer behavior. The presenters seek to relate how changes in reward and hedonic forecast mechanisms in chronic tobacco use can help understand the way...

Catalogue: Congress 2011: Impact

Authors: Alejandro Salgado-Montejo, Carlos Velasco, Cristina Blanco, Enrique Guarin

Company: Neurosketch

September 18, 2011

Predictability of movie box office based on trailer testing

Neuroscience is increasingly being used as a diagnostic tool in helping marketers better understand consumer reactions to advertising, marketing, p ackaging, concepts and other marketing-relevant stimuli. However, little research ...

Catalogue: Congress 2011: Impact

Authors: W. Bryan Smith, Keith Winter

Company: EmSense Corporation

September 18, 2011

Market research reloaded

In light of recent developments in the market research sector, MOA ( the market research sector organisation in the Netherlands) has formed a think tank. This group has investigated developments in ICT and other non-market research sectors, resulting...

Catalogue: Congress 2011: Impact

Authors: Wim van Slooten, Pieter-Paul Verheggen

September 18, 2011

The financial intelligence FQ-game

When it comes to financial management, people live between the emotions of 'hope' and 'fear'. The Financial Intelligence 'FQ' test is an online study designed to measure financial literacy and emotions, and how this influences attitude, behaviour and...

Catalogue: Congress 2011: Impact

Authors: Chris Kersbergen, Jan Kienhuis

September 18, 2011

Measuring and managing reputation

A novel approach to leveraging reputation tracking data in business decision making to improve a leading direct selling company's global reputation is reviewed in this presentation. It documents how reputation drivers were isolated, tracked and...

Catalogue: Congress 2011: Impact

Authors: Scott Miller, Yogesh Chavda

Company: Ipsos MRBI

September 18, 2011

Believe in better

This case study charts the intense and creative journey followed since December 2010 when MESH Planning was awarded British Sky Broadcasting's Brand and Content campaign evaluation tracking. It includes the rapid development of processes,...

Catalogue: Congress 2011: Impact

Authors: Danny Russell, Hugh Wilson, Fiona Blades

Companies: MESH Experience, Sky Limited

September 18, 2011