Resources Library by ANA

How has the Internet changed research?

Marshall McLuhan said the 'medium is the message', but in the early days of online research the common call was that the Internet was just another data collection medium and that it was not going to change research, it was simply improving things...

Catalogue: Congress 2006: Foresight

Author: Ray Poynter

September 17, 2006

How to be a future shock absorber

This paper highlights the way a more strategic approach to marketing intelligence can dramatically improve ability to predict the future. The professional marketing intelligence team (both the client and agency side) need to apply critical market and...

Catalogue: Congress 2006: Foresight

Authors: John Marinopoulos, David Smith

September 17, 2006

Renewing the original bonds

Market research has its roots in psychological theory and method, but there is a growing gap between psychological understanding and market research practice.Marketers today often rely on implicit or naïve explanations rather than formal theories...

Catalogue: Congress 2006: Foresight

Author: David G. Bakken

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

Right here... right now...

This paper describes a framework for the use of mobile research, supported by case studies conducted in Japan for a global manufacturer of sporting goods. The approach illustrates how mobile phones provide marketers not only with a powerful survey...

Catalogue: Congress 2006: Foresight

Authors: Andrew Till, Steve Mele, Flavio Souza

September 17, 2006

Stock market activity

This paper shows how methods traditionally used by market researchers have potential application to understand and predict stated future shareholder behavior in the stock market. The market researcher makes two distinct contributions to this new...

Catalogue: Congress 2006: Foresight

Authors: Howard R. Moskowitz, Alex Gofman, Samuel Rabino, Don Lowry

Company: Moskowitz Jacobs Inc.

September 17, 2006

Electronic word-of-mouth

The Internet enables customers to obtain electronic Word-of-Mouth from other customers.This paper illustrates a qualitative research project to identify customer motives for reading other customers' online articulations from online consumer opinion...

Catalogue: Congress 2006: Foresight

Authors: Jamie Burton, Marwan Khammash, Katherine Allan

September 17, 2006

The art of research narratives

There will be critical changes in the communication of research data over the next five to ten years, as corporations place increased value on successful research transfer.Entertainment methods of 'visual storytelling' will gather momentum as an...

Catalogue: Congress 2006: Foresight

Authors: Alec Bernstein, Laura Robin, Monika Zych

Company: BMW Group

June 15, 2006

Patent watching

This paper proposes the Systematic Innovation Methodology as an option to conventional consumer research and understanding methods.Not only does this methodology help translate insights into successful prototypes, but it is also a self-standing...

Catalogue: Congress 2006: Foresight

Author: Alexei Bogdanov

September 17, 2006