Resources Library by ANA

Biofeedback and eye-tracking

This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store layout, leveraging on several in store retail mix...

Catalogue: Retail 2007

Authors: Francesco Gallucci, Rosario Stingo

Company: Procter & Gamble

February 19, 2007

All you need is love

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking.However, recent studies show that emotions and feelings are much more important.These...

Catalogue: Latin America 2006

Authors: Michael F. Cramphorn, Georgia Phillips, Ilan Lechter

Company: Add+Impact International

October 25, 2006

Coming to terms with emotions

Qualitative research often claims to also gather besides rational and functional business aspects the more emotional side of the coin: feelings, moods and emotions that are related to (consumer) perception, decision-making processes and (consumer)...

Catalogue: Qualitative 2006

Authors: Ute Rademacher, Kay Volker Koschel

Company: Ipsos MRBI

October 8, 2006

Aspiration and value

The paper describes the birth of a new research methodology developed by Reperes with their client Moet Hennessy.It follows the development of an original research approach for measuring the equity of a brand and that helps marketers steer its future...

Catalogue: Congress 2006: Foresight

Authors: Catherine Genter, Anne Quénelle, Marie Juan-Lallier, François Abiven, Sandrine McClure

Company: Reperes

September 17, 2006

Snakes and ladders marketing

The paper introduces the concept of Snakes and Ladders marketing, the new way of viewing decision-making that replaces the old model of the purchase funnel.We move from a rationalised world to one where emotions, impulses and great communications...

Catalogue: Congress 2006: Foresight

Author: Stephen Phillips

September 17, 2006

Building the corporate brand

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as the 'brand'. The Wirthlin Values approach is used...

Catalogue: Congress 2006: Foresight

Authors: Oliver Loch, Patricia Kidd

Company: Harris Interactive (Europe)

June 15, 2006

The basic of design for emotion

Although emotional responses to product design are subjective and therefore intangible, the process underlying these emotions is lawful. There are universal principles in how emotions are elicited, and these principles also apply to emotions...

Catalogue: Congress 2006: Foresight

Author: Pieter Desmet

June 15, 2006

Powerful brands

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process. Using a model based on universal archetypal needs driving human behaviour the authors show how marketers can go...

Catalogue: Brandmatters 2006

Authors: Andrea Wilson, Roz Calder

Companies: NeedScope International Ltd., KANTAR TNS Malaysia

February 8, 2006

Meeting the emotional needs of healthcare consumers

Recently we examined the characteristics and emotional values in British pharmaceutical ads targeted at doctors. Through the images, symbols and messages, ads address reader’s values, needs and ‘ideology’ (or outlook on their job and...

Catalogue: Global Healthcare 2006

Author: Alan Branthwaite

February 6, 2006