Resources Library by ANA

Insight into poverty

Crisis is a word increasingly repeated in every day discourse. This results in a growing number of people experiencing situations previously reserved for the low segment: a sense of uncertainty, of having limited influence on one's own fortunes, and...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!

Authors: Beata Gers, Katarzyna Gawlik

Company: KANTAR TNS Malaysia

March 26, 2012

Headroom VS. heartroom

This paper details how by overlaying research insight on to targeting models, businesses can enhance their customer acquisition and retention strategies. Examples show how insight has enabled not only a more accurate pinpointing of customer...

Catalogue: Insights 2011: A New World Order In Shopper Marketing

Authors: Debra Walmsley, Stephen Barr

Company: Leapfrog Research and Planning Ltd

March 1, 2011

World of shoppers

At a macro level this paper establishes the relationship between 'Culture' and 'Shopping Behaviour'. The paper also identifies the unifying and differentiating themes which define and differentiate between the shopper segments across the globe. This...

Catalogue: Insights 2011: A New World Order In Shopper Marketing

Authors: Aruni Ghosh, Maneesh Kaushik

Companies: Nielsen, PepsiCo

March 1, 2011

Naked truth

This paper presents the results of a study done for the Axe brand and its TV series 'City Hunters' its aim was to understand if the brand was promoting its values among its target. This work shows that the Online Focus Group methodology is apt for...

Catalogue: Online Research 2010: E-Universe

Authors: Santiago Kahane, Mariana Itzcovich

Companies: DatosClaros - Octubre Research SA, Unilever

October 19, 2010

The myth of segmentation

Segmentation can be a very powerful tool for aiming marketing to special groups. But is it always the right thing to do? What are its limitations? What is its future? What, if anything, lies beyond segmentation? The aim of this paper is to challenge...

Catalogue: Congress 2010: The Changing Face Of Market Research

Author: Jochum Stienstra

Company: Ferro Explore!

September 15, 2010

Purchase behaviour for new product evaluations

This study will clarify consumer segmentation in speed of acceptance of new products and the possibilities for defining early adopters within FMCG category purchasers, based on actual sales data. The consumer segmentation could be a new product...

Catalogue: Asia Pacific 2009: Competing On A World Stage

Author: Maiko Kawaguchi

Company: INTAGE HOLDINGS Inc.

April 7, 2009

The insightful museum

This case study gives a close look at attitude and behaviour based consumer segmentation. It also shows:-How a multi-method approach creates deep understanding of the consumers -How the research is connected to the business improvement opportunities...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Channe Järn, Sanna-Mari Jäntti

February 11, 2009

Mastering insights that pay

This paper details how to marry the science of segmentation with the art of understanding the organization's business to deliver actionable and usable insights. It discusses why science or statistics alone are necessary but not sufficient to provide...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Sonali Desai, Julian R. Bond, Sam Davis, Tim O’Brien, Koen De Vos, Tony Costella

Companies: MasterCard, KANTAR TNS Malaysia

February 11, 2009

Chinese frontiers

China is the greatest and most challenging new frontier facing international marketers today. It goes without saying that China is the major challenge for the 21st century with a population of 1.3 billion, GDP of RMB 24,661.9 billion ($3,570.33...

Catalogue: Congress 2008: Frontiers

Authors: Peter Cooper, Simon Patterson, Katie Zhou, May Qiu, John S. Pawle

Companies: DiagAid Marketing Research Co., Ltd, QRi Consulting Ltd.

September 26, 2008