Resources Library by ANA

Brain systems and brand experiences

The consumer decision environment is changing both in macro and micro. The rhythm of these changes is incredibly fast, both in social and technological aspects and affect the way people interact, communicate and buy brands. From human understanding...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Juliana Oliveira, Maria Carolina Rodrigues

Company: Ipsos MRBI

March 27, 2018

Building iconic brands

Quilmes is the classic beer brand in Argentina. In the last decade, it has been losing market share, and its affinity with consumers has been decreasing.AB Inbev has the challenge to change the trends in a mature market in which the leader is been...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Federico Barallobre, Sebastian Corzo

Companies: AB InBev, Kantar

March 21, 2018

PEPFlix

Imagine this: your boss gives you the task to increase sales to each of your customers (you have 300 customers) but you only have 5 minutes to convince them. By the way, do not assume that your customers will give you their full attention during...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Author: Javier Cohenar

Company: PepsiCo

March 21, 2018

Redesigning a brand tracker

Main impact:As the Latin Airline giants TAM and LAN merged, they faced a whole host of challenges ahead of them as they looked to restructure and gain efficiencies, whilst shaping a strategy for the new LATAM brand. They joined forces with MESH...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Marcello Garritano, Priscila Tavares

Company: MESH Experience

March 15, 2018

McDonald's deeper consumer understanding

Unable to develop a truly consumer-centric strategy based on their current research practices, McDonald's endeavoured on a new segmentation approach that enabled them to deep-dive into their consumer segments & need states, learn which ones...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Oscar Yuan, Volpellier Hernãn Rodrigo

Companies: Ipsos MRBI, McDonald's Corporation

March 15, 2018

Beyond traditionalism

For too long, Latin American markets in general, the Mexican one in particular, have been characterized as "traditional", a backwater of relative stillness with a few quirks that can be managed by avoiding a few taboos and promoting some degree of...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Elisa Romero, Alfredo Troncoso

Companies: De La Riva Group, AB InBev

March 13, 2018

The thermometer

In moments of crisis, it can be tempting to adopt a safe, reactive approach. But at Unilever, we know that this is the moment in which a successful company's skills and the strength of their brands are put to the test. Since 2013, our holistic...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Agustina Suner, Daniela Gail

Company: Unilever

March 13, 2018

Call yourself a developer?

Microsoft needed to accurately identify their prime target of developers. Their solution lies at the intersection of consumer and B2B research. Learn why Microsoft needed to use one to figure out the other while exploring secondary data sets.The...

Catalogue: Congress 2017: Visionary

Authors: Hetty Fore, Renuka Iyer, Keith Phillips

Company: Research Now SSI

November 27, 2017

Stop with why

Byron Sharp’s “How Brands Grow” while controversial is a must read for marketers and market researchers. And having read it you just can’t go on with your job like you did before. But how?

Catalogue: Congress 2017: Visionary

Authors: Angelique de Reuver, Bram Jonkheer

November 27, 2017