Resources Library by ANA

Typology of fragrance emotions

The fact that we are capable of distinguishing many distinct emotions is illustrated by the vast number of emotion-denoting words that exist in most human languages.In the English language, for example, researchers have reported lists of up to 400...

Catalogue: ESOMAR Fragrance Research Conference 2005

Author: Pieter Desmet

May 15, 2005

From marketing to 'societing'

The world of research is undergoing a process of change characterised by the emergence of increasingly sophisticated techniques that depart from traditional market research to embrace other methods drawing from psychology, ethnography, semiotics,...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Tiziana Traldi, Furio Camillo, Francesco Morace

Company: Future Concept Lab s.r.l.

February 27, 2005

Exponential purchase power

This paper explores how changes in our social and cultural perception of brands, advertising and marketing, in addition to lifestyle shifts, have lead to the growing power and value of word of mouth in consumers' decision making process.Research...

Catalogue: ESOMAR Conference On Age 2005

Author: Rachel Carey

January 30, 2005

The importance of contextualisation in interpreting consumer needs

The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication strategies and campaigns. In essence the authors...

Catalogue: ESOMAR Conference On Age 2005

Authors: Cliff van Wyk, Refiloe Mataboge

January 30, 2005

Subjective age

The concept of subjective age has previously been applied to segment the senior consumers' market: Market research has highlighted the tendency among individuals to feel younger than they actually are.This research demonstrates how other similar...

Catalogue: ESOMAR Conference On Age 2005

Authors: Denis Guiot, Bruno Schumutz

January 30, 2005

The Arab as a man

This paper explores methods to decode 'masculinity' from the collective unconscious through the eyes of the Arab culture, focusing in this study on Saudi Arabia. It is an attempt to propose and demonstrate methodologies which would help in decoding...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Krishna Patnaik, Houda Koussa

November 28, 2004

Hide n' seek

This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market.The paper demonstrates how a creative research design involving semiotics makes it possible to understand...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: James Potocki, Lyn McGregor

November 28, 2004

Signs and wonders

The success of semiotics as a research methodology has led to the absorption of some of its key methods into mainstream research (e.g. communication decoding, identifying emergent culture). If it is to have a future, semiotics must consider the role...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Author: Alex Gordon

November 28, 2004

Tradition in Mexican families

From February - April 2003, Millward Brown conducted an in-depth study to obtain a general vision of the current Mexican family. This paper shares part of what was learned.

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Andres López Fernández

Company: KANTAR TNS Malaysia

October 24, 2004