Resources Library by ANA

Warm vodka and sweaty women

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnography and market analysis provided a means of...

Catalogue: Consumer Insights 2007

Authors: Jaroslav Cir, Greg Rowland

Companies: Greg Rowland Semiotics, Unilever

May 7, 2007

Death of depth?

This paper provocatively questions the 'depth ethos' so often determining today's qualitative research. The psychological primacy in qualitative research can be a barrier to generating inspiring and valuable insights by disregarding consumer reality...

Catalogue: Qualitative 2006

Authors: Oliver Schieleit, Ayobamidele Gnädig

Company: Happy Thinking People

October 8, 2006

Socio-semiotics

Consumer culture is a complex phenomenon of visual representations and the politics of visibility. Products have become markers of social distinction and form a distinctive part of people's lives. Brands are partners in achieving social goals...

Catalogue: Qualitative 2006

Author: Inka Crosswaite

Company: Added Value

October 8, 2006

From perception to experience

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience. In order to understand how brand promises are received by customers and in...

Catalogue: Latin America 2006

Authors: Esteban Socorro, Fernando Moiguer

Companies: The Coca-Cola Company , Compañia de Negocios Moiguer

October 8, 2006

Why Mona Lisa has become the Mona Lisa

This paper examines the influence of Sacred Geometry in making unconscious connections with the human mind thus, making the understanding of brands and logos go beyond semiotics.Working with a variety of brands, packaging and logos, it is quite...

Catalogue: Qualitative 2006

Authors: Grace Janho, Krishna Patnaik

Company: KANTAR TNS Malaysia

October 8, 2006

Who will shape the future of market research?

This paper studies cultural and economic trends and the views of market research professionals in three of the world's largest markets - Brazil, China and India - and hypothesizes as to how the respective cultures of these three countries might...

Catalogue: Latin America 2006

Author: Mike Gadd

October 8, 2006

Sonic semiotics

Semiotic analyses have generally privileged visual over aural signs.This paper seeks to extend the boundaries of semiotics by recognising that sound and music also function as signs in culture and advertising. Music pushes powerful emotional buttons...

Catalogue: Congress 2006: Foresight

Authors: Alex Gordon, Chris Arning

Company: Flamingo

September 17, 2006

Foresight semiotics

This paper focuses on a project carried out for Procter & Gamble by marketing semiotics agency Space Doctors to develop a new model of the acculturation process in the U.S. Hispanic market. The U.S. Hispanic culture today embodies a shift towards...

Catalogue: Congress 2006: Foresight

Author: Marina Anderson

Companies: Procter & Gamble, Space Doctors Ltd

September 17, 2006

Marketing forecasting

More and more companies search for the solution and have turned towards other types of studies (than qualitative ones), trying out and developing methods while seeking to cross the disciplines, the points of view or contributions. Among these still...

Catalogue: Congress 2006: Foresight

Author: Catherine Bitoun

June 15, 2006