Resources Library by ANA

Does facial coding generalize across cultures?

High growth Asian markets present huge opportunities for advertising and marketing industries. Self-report tools that have been validated over thousands of ads in western markets are useful, but less reliable, in Asian cultures due to the prevalence...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity

Authors: Jay Turcot, Pankaj Jha

Company: KANTAR TNS Malaysia

June 15, 2014

Qualitative research and neuroscience

To be able to pinpoint the relationship between qualitative research and neuroscience in accessing and exploring the unconscious thoughts and emotions of consumers, there are a number of fundamental misconceptions that need to be cleared up.Taking a...

Catalogue: Congress 2014: What Inspires?

Author: Georges Guelfand

June 15, 2014

How do you feel about your trash?

This case study describing research conducted for a US waste disposal company illustrates the degree to which business decision-making is impacted by emotion, for even the most mundane of business services. At least for waste disposal services, it...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Authors: Bernadette DeLamar, Colin Campbell

June 15, 2014

Our lips are sealed

This case study shows how a new implicit and metaphorical approach gave eBay a powerful commercial insight denied to conventional approaches:Response latency, in milliseconds, (combined with task accuracy) obviates the need for explicit questions,...

Catalogue: Congress 2014: What Inspires?

Authors: David Penn, Suzanne Lugthart

Company: Conquest

June 15, 2014

Happy shoppers

A key question for Asian retailers is the degree to which 'soft factors', such as shopper reactions to branding or in-store experiences, impacts satisfaction and shopper spend. In Indonesia, answering this question is complicated by the respondent's...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity

Authors: Alastair Gordon, Mamik Leonardo, Dwinarizki Setyorini, Farquhar Stirling

Company: Deka Marketing Research

June 15, 2014

Games as an emotionally driven experience

Games are emotionally driven experiences. Immersion theory states that game elements such as narrative determine whether or not players commit emotionally to the game world. Conversely, flow theory focuses on game mechanics and how they bring players...

Catalogue: Congress 2014: What Inspires?

Authors: Danny Wang, Ruihong Tang

June 15, 2014

Art + Science

The path to better consumer engagement for growth is paved with leading and bleeding edge combinations of art and science: from metrics to meaning to action. Marketers today are focused on the rapid changes in consumer behaviour, especially those...

Catalogue: Congress 2014: What Inspires?

Author: Gayle Fuguitt

June 15, 2014

Stockography breaking time

To study changes in Indian weddings over the decades, we created a methodology that was asynchronous with time: STOCKOGRAPHY - juxtaposing available stock of past and present weddings and identifying deltas. We collected data in the form of videos...

Catalogue: Global Qualitative 2014: Research Renaissance

Authors: Sushma Panchawati, Shefali Nath Gupta, Kamna Sharma

June 15, 2014

Goodbye Big Data, hello big stories

For centuries, stories have been the most powerful way for people to understand their place in the world. In an era of big data, this is still true. In fact, stories are more important than ever. Data is good, but if we only see the world through...

Catalogue: Global Qualitative 2014: Research Renaissance

Author: Martin Lee

Company: Acacia Avenue

June 15, 2014