Resources Library by ANA

Back on track

This presentation describes how Rexona lost its way in France and how research created a new category language to show the way back to growth. A fusion of different approaches was used including Semiotics, Extended Creativity Groups, In-depth...

Catalogue: Congress 2007: Excellence

Authors: John S. Pawle, Jaroslav Cir, Simon Patterson

Companies: Unilever, QRi Consulting Ltd.

September 19, 2007

From consumer connection to consumer insight

This presentation describes the cross-functional team project, which was aimed to reconstruct consumer insights for building relevant and effective communication for children in the ice-cream category in Poland.

Catalogue: Consumer Insights 2007

Author: Malgorzata Blachowska

Company: Nestlé

May 7, 2007

Engaging the new consumer

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can interact with their brand.New Consumerism is evolving...

Catalogue: Asia Pacific 2007

Authors: Lee Ryan, Mark Leong

Company: KANTAR TNS Malaysia

March 12, 2007

Brand Malaysia’

Everything is branded these days! Brand Malaysia is a unique brand building effort that defied the conventions of the 'est' syndrome (biggest, largest, richest, etc.).Brand Malaysia encapsulates the idea of 'redefining the conventional'. It is about...

Catalogue: Asia Pacific 2007

Author: Ratna Pratik Thakar

March 12, 2007

From perception to experience

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience. In order to understand how brand promises are received by customers and in...

Catalogue: Latin America 2006

Authors: Esteban Socorro, Fernando Moiguer

Companies: The Coca-Cola Company , Compañia de Negocios Moiguer

October 8, 2006

Innovation in cruise ship entertainment

This paper describes the process of qualitative research developed for Costa Crociere in order to help the company renew its evening entertainment services on board a cruise liner operating in the Mediterranean, and to bring them in line with...

Catalogue: Leisure 2006

Authors: Marco Ottaviani, Emiliano Romano

Company: KANTAR TNS Malaysia

October 8, 2006

Building a hotel brand: How a business class hotel discovered its brand

Grupo Posadas discovered a disconnect between its high-performing Fiesta Inn brand and that brand's core customer, the business traveler. A variety of research methodologies were used to re-build Fiesta Inn around a Brand DNA to meet the needs of...

Catalogue: Leisure 2006

Author: Zachary Conen

October 8, 2006

Deep-dive research

The paper highlights the original methods of Deep Dive Research developed by BISAM (Center of sociological and marketing research) for the Coca-Cola Company in Kazakhstan. The research - based on a complex implementation of qualitative methods as...

Catalogue: Congress 2006: Foresight

Authors: Karlygash Rakhimova, Leonid Gurevich

Companies: BISAM Central Asia, The Coca-Cola Company

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