Resources Library by ANA

Do u no wuzzup?

This paper argues that there is an emerging counter-culture brought about by new technology, embraced by young people, and excluding those that are older but who need to communicate with them. To help bridge the gap, the presentation looks at the...

Catalogue: ESOMAR Net Effects 5 2002

Author: Barbie Clarke

February 3, 2002

The pantera project

This paper describes an Ethnographic study involving the universe of women in different parts of Brazil and that portrayed the way in which cultural, historical, geographical and social aspects were decisive in the relationship these women...

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

Authors: Paula Luz, Helena Palla

October 28, 2001

Russia: "Pyramid" on the kitchen table

This paper describes the use of ethnographic research as a first step towards needs-based segmentation in the diverse environment of Russia. The ethnographic study presented shows how a first step in the direction of building a unified motivational...

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

Authors: Ekaterina Vladimirova, Kyrill Petrin

Company: Nestlé

October 28, 2001

Keep your hands off my wallet until you get into my life

This paper is devoted to exploring the range of ethnographic techniques.In particular, it shows their capacity to penetrate the inner space ofrelationships between consumers, their mindsets and brands.The ethnographic approach is a way to gain a deep...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Cecília Russo, Jaime Troiano

November 1, 2000

Learning from ethnic market research in the United States

This paper describes how community-based and ethnographic marketing research have been used as the basis for community-based marketing strategies. These approaches are particularly important for the study of ethnic sub-communities because they...

Catalogue: Ethnic Marketing 2000

Author: Hy Mariampolski

Company: QualiData Research Inc.

July 1, 2000

Development of new products in global markets (Spanish)

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Monica Kleiman, Arnaldo Bär

June 15, 1999

Development of new products in global markets

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Monica Kleiman, Arnaldo Bär

June 15, 1999

Ethnography as a market research tool

This paper is devoted to issues related to the planning and implementing of market research studies with the use of ethnographic and observational approaches. This paper addresses these issues according to a consistent set of principles developed...

Catalogue: New Monograph Series Vol.4: Qualitative Research

Author: Hy Mariampolski

January 1, 1998

Ethnography and cross-cultural research

As cross-cultural marketing becomes more important, the need for tools and perspectives to understand the global consumer becomes more pronounced. This paper offers practical advice on using ethnographic methods as a foundation for consumer analysis...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Author: Hy Mariampolski

Company: QualiData Research Inc.

November 1, 1997