Resources Library by ANA

Megacities as the new frontiers

For the first time in human history, living in a city is the norm; more people live in cities than live in the countryside. The MegaCity is the very embodiment of the teeming metropolis, with all of the opportunities and challenges that such a...

Catalogue: Congress 2008: Frontiers

Author: Nick Chiarelli

Company: GfK

September 26, 2008

Understand Africa

Africa is the world's most diverse and most challenging continent for marketers: normal rules of research do not always apply. African markets have a bad reputation, enhanced by media bias, preconception and prejudice but the continent as a whole has...

Catalogue: Congress 2006: Foresight

Author: Tendai Mhizha

June 15, 2006

Media insights

This paper analyzes respondents' free answers by utilizing text mining to clarify the influence of the rapid changes in media environment on consumers' media perceptions.

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Hiroki Noda, Naoko Katayama, Shu Akahane

Company: Dentsu Macromill Insight

June 18, 2003

Through revolving doors

It is a well-established fact that with maturing product categories and hyperactivity in the marketplace, a marketer needs to constantly evaluate the product’s position and offer relevant and unique consumer benefits. This is achieved either...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Neerja Wable, Sharmila Das, Harjyoti Ghai, Rajan Bhalla

October 28, 2001

This may fell a little freaky

This paper describes a philosophical conflict that is underway and present at all levels of our culture today. The conflict is between a traditional framework for understanding truth and reality, and a second, increasingly important paradigm that...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Sarah Castell, James Parsons

Company: Flamingo

October 28, 2001

Ready, fire... aim

This paper argues that semiotic and cultural analysis is the best and quickest way to first assess what is going on in any marketplace, before embarking on any other kind of developmental consumer research. It shows why this form of investigation is...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Author: Monty Alexander

September 23, 2001

Exploratory consumer buying behaviour

Successful marketing today requires continuous identification of those consumer groups that are more open-minded towards new or relaunched products and services. Those persons – frequently characterised as ‘early adopters’ or...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Harald Hasselmann, Roland Helm

Company: Ipsos MRBI

September 23, 2001

The contribution of qualitative research to the presidential campaign of Vicente Fox

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the...

Catalogue: Latin America 2001

Authors: Guido Lara, Soledad Rojas

May 1, 2001

Bottom finishing in Latin America

This paper suggests how wireless providers can profit by serving traditionally under-served market segments in Latin America. It discusses how traditional strategies for targeting upmarket consumers may not be optimal for new entrants, given the...

Catalogue: Latin America 2001

Authors: Tim Sweeney, Donna Russell Arguedas

May 1, 2001