Resources Library by ANA

What is webness?

This paper develops semiotic models of the way website communications have appropriated and changed conventional forms of marketing messages. In this sense it offers semiotic analysis as a new (not yet mainstream) technique for assessing web...

Catalogue: ESOMAR Net Effects 5 2002

Author: Virginia Valentine

February 3, 2002

Semiotics and Internet communications

This paper examines the potential of social and behavioural sciences, and semiotics, in particular, to contribute to the further study and development of optimal Internet communications. Several case studies of...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Catherine Bitoun, Christiane Legris-Desportes

February 3, 2002

The future is already with us

This paper adopts its title from William Gibson's quote and provides an analysis of what lies just beyond the horizon. The presentation shifts the focus away from the tactical issues (for example, how best to integrate the Internet today) towards the...

Catalogue: ESOMAR Net Effects 5 2002

Author: Ray Poynter

Company: The Future Place

February 3, 2002

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

Ready, fire... aim

This paper argues that semiotic and cultural analysis is the best and quickest way to first assess what is going on in any marketplace, before embarking on any other kind of developmental consumer research. It shows why this form of investigation is...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Author: Monty Alexander

September 23, 2001

Understanding customers' naive theories of high-tech products and services

We developed a new methodology for qualitative research based on cognitive science to study the conditions of diffusion of technological innovations. The method focuses on customers naive theories about high- tech products and services. It is...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Stefana Broadbent Carles

September 1, 1999

Semiotics for strategic forecasting

The present article examines how semiology can help companies to probe and anticipate their industrial development. The Strategimage® project conducted by EDF (Electricite de France) has generated a new method that examines corporate strategies by...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Corinne Maier, Catherine Bitoun

September 1, 1999

The value of women's magazines for advertisers

This study aims at analysing some of the most important Italian magazines for women. The survey investigates ten publications through a semiotic methodology and presents their positioning and features that makes each magazine absolutely unique -...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Paola Furlanetto, Giulia Ceriani

Company: Ipsos MRBI

June 15, 1999

Managing a portfolio of brands

The content and intent of this paper are to propose and expose a structural model designed to help marketers and managers to clarify the logic lying behind a portfolio of brands to fully understand the corporate and marketing implications of brand...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Jean-Paul Petitimbert

June 15, 1998