Resources Library by ANA

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

Revue Française du Marketing (Juin 2014)

Depuis quelque temps, on parle beaucoup des neurosciences et du comportementdu consommateur. Les travaux académiques sur la question se sontmultipliés de même que l'offre privée en la matière. Il était donc tempsde faire un point...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

June 1, 2014

Standardising touchpoint analysis

Today, an increasing number of touch points compete for a fixed amount of consumer attention. Finding the right media mix is therefore crucial, all the more so in rapidly growing China. However, for many multinationals, the promise of Chinese riches...

Catalogue: Congress 2013: Think Big

Authors: Tang Ruihong, Caroline Ji

September 26, 2013

Standardising touchpoint analysis

Today, an increasing number of touch points compete for a fixed amount of consumer attention. Finding the right media mix is therefore crucial, all the more so in rapidly growing China. However, for many multinationals, the promise of Chinese riches...

Catalogue: Congress 2013: Think Big

Authors: Caroline Ji, Ruihong Tang

June 15, 2013

How technology is changing the way we think

Digital technologies have changed the way we live and work. However, we rarely consider the effects of technologies themselves on our brains and our working practices. Increasingly neuroscience is revealing our brains to have an extraordinary degree...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Author: Sheila Keegan

November 13, 2011

Predictability of movie box office based on trailer testing

Neuroscience is increasingly being used as a diagnostic tool in helping marketers better understand consumer reactions to advertising, marketing, p ackaging, concepts and other marketing-relevant stimuli. However, little research ...

Catalogue: Congress 2011: Impact

Authors: W. Bryan Smith, Keith Winter

Company: EmSense Corporation

September 18, 2011

Predicting brand decisions through emotional engagement

This paper brings into perspective the need to combine new research approaches with traditional ones. This will enable us to answer new and old questions, create innovative approaches using new technologies, and deliver more creative ways of...

Catalogue: Congress 2011: Impact

Authors: Rafal Ohme, Cristina De Balanzó, Henk Eising

Companies: KANTAR TNS Malaysia, Heineken

September 18, 2011

36 questions to help commission neuroscience research

Following the ESOMAR Neuroscience seminar in June 2011, it became clear that ESOMAR has a role to play in helping the Neuroscience area of research to grow and flourish in the years to come. Alongside a team of experts we believe that this can best...

Catalogue: ESOMAR Codes And Guidelines

Author: ESOMAR B.V.

September 1, 2011

Damasio

We cannot turn our backs on progress and progress is now linked to neuroscience. The challenge is to demonstrate how a neuroscientific approach can represent an opportunity to improve the research tools which are currently at our disposal. Can it...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Nuria Serrano, Cristina De Balanzó, Siemon Scamell-Katz

Company: KANTAR TNS Malaysia

September 15, 2010