Resources Library by ANA

Decoding innovation

What is innovation? How can it be researched? Semiotics views innovation as a linguistic and cultural phenomenon. It offers a chance to identify what innovation means to its users and to consumers; how they know it when they see it; how they agree on...

Catalogue: Innovate 2006

Author: Rachel Lawes

May 10, 2006

Getting deeper insights into multi-cultural markets

In this era of globalization, finding and then making the most of opportunities in multi-cultural markets has become a permanent challenge for the modern marketer.Culturally distinct, diverse consumers are here to stay, both in immigrant populations...

Catalogue: Global Diversity 2006

Author: Ron Riley

May 8, 2006

Global diversity?

Certain archetypes seem to be more prevalent and applicable to certain cultures yet do not resonate with others.The key question is whether something can be superimposed on archetypes that can help understand cultural differences, leading us then to...

Catalogue: Global Diversity 2006

Author: Dipen Mehta

May 8, 2006

Semiotic codes in the pharmaceutical industry

This paper looks at how trust, authority and science is currently 'communicated' in the pharma and other sectors.Semiotic analyses show how it is possible to leverage certain codes in order to build different types of trust relationships with...

Catalogue: Global Healthcare 2006

Author: Diane Fox-Hill

February 6, 2006

Food for thought

This presentation provides a cross-cultural view of the interaction between popular culture and dietary habits.Focusing on American foods eaten in Italy and Italian foods eaten in the United States, the presenters examine the complex web of customs,...

Catalogue: Consumer Insights 2005

Authors: Hy Mariampolski, Sharon Wolf, Luigi Toiati

Companies: QualiData Research Inc., Focus S.r.L.

November 15, 2005

Intercultural consumer research

The presentation summarises problems of intercultural marketing research in terms of the emic - etic distinction well known in cross-cultural research.Examples show the importance to start cross-cultural marketing research from the native consumer's...

Catalogue: Consumer Insights 2005

Authors: Markus Paul, Olaf Hofmann

Company: SKOPOS

November 15, 2005

Alice through the looking glass

The author of this paper utilizes the Tao Collage decoding system, which applies Taoist conceptual thinking to a semiotic framework, to provide a glimpse of how qualitative researchers viewed the future.

Catalogue: Qualitative 2005

Author: Luigi Toiati

Company: Focus S.r.L.

November 13, 2005

Beyond Kawaï

This paper illustrates a mixed methodology approach to overcome cultural barriers by combining different qualitative and semiotic research methods. Our challenge as qualitative researchers is to overcome 'first level information', especially in the...

Catalogue: Qualitative 2005

Authors: Adeline Attia, Julia Schafer

Company: Allegoria Consultants

November 13, 2005

The Spanish revolution

Over the last 30 years Spanish society has, in all senses, taken a complete about-turn in all aspects of life. It has become a liberal, open and eclectic society, where it had been traditional, male chauvinist and repressive, and in this social...

Catalogue: Qualitative 2005

Author: Elena Brustenga Regard

Company: Synergic Investigacion y Marketing

November 13, 2005