Resources Library by ANA

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

'There must be some way out of here' said the joker to the thief

Storytelling in business is going through a renaissance. In the last few years there has been a surge in the demand for storytelling and storytellers. Cultivating the ability to communicate effectively is one of the biggest challenges facing business...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Patrick Young, David Smith

Company: DVL Smith Ltd

September 15, 2010

The secrets of neuromarketing

Today's marketing research is often still limited to traditional pen-and-paper methodologies or qualitative techniques that imply the risk of subjectivity and the limitation to a descriptive approach with little explicatory potential. Medical...

Catalogue: Latin America 2008

Authors: Alejandra Ruiz-Contreras, Javier Cervantes, Oscar Prospero-Garcia, Philipp Hillenbrand

May 13, 2008

How potent is my potion?

Creating change in today's marketplace is a challenge in any category, with rising clutter levels and tuned-out consumers. Marketers across categories have been grappling, for quite some time now, with autopilot brand choices, habit-driven consumers...

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Anjali Puri, Sumeet Saluja

Companies: Nielsen, GSK

February 6, 2008

New frontiers for neuroscience

Synaesthesia is the branch of neuroscience that studies anomalies of perception: subjects who have a multi-coloured vision by listening to a voice, or see numbers and letters in colour, hear a sound by looking pictures, etc. The objective of this...

Catalogue: Qualitative 2006

Author: Luigi Toiati

Company: Focus S.r.L.

October 8, 2006

The emotional drivers of advertising success

This presentation integrates the models of neuroscience with empirical evidence from Millward Brown's brand and advertising studies.It demonstrates the power of emotion in marketing, and why it is so powerful, but also shows the need for a balance of...

Catalogue: Congress 2005: Making A Difference

Author: Graham Page

Company: KANTAR TNS Malaysia

September 21, 2005

Breach the innovators' final frontier

This paper addresses the values of, and applications for, a new qualitative research approach that uncovers consumers' innermost emotional drivers for product and brand choice. It is also an innovative process that encourages participants to be truly...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Karin Wood, Mick Williamson

November 10, 2002

The contribution of C. G. Jung to qualitative studies

The principles of C. G. Jung applied to the qualitative studies.

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Jean Dupuis

September 1, 1997