Resources Library by ANA

G.D.C (Gross Domestic Care)

Catalogue: Vision and Values 2021

Author: Virgina Godoy

October 25, 2021

Innovate or die! Or die innovating?

Consumers love innovation, but most brand's innovations are not innovative nor relevant. Uncover how to successfully innovate by hearing consumer's perspective and thinking beyond your category.

Catalogue: Latin America 2020 - Insights Festival

Author: Noelia Bellucci

Company: Maru/Matchbox

October 19, 2020

The earthquake and tsunami in Japan

Changes in consumer values after a major event have been assessed by traditional polls, but these traditional polls are significantly limited to be applied retroactively. The authors carried out a survey on 'value' changes caused by the March...

Catalogue: 3D Digital Dimensions 2011: (Online + Social Media + Mobile) Research

Authors: Koki Uchiyama, Eriko Ota, Michio Mutoh

Company: Hottolink Inc

October 26, 2011

Meeting the emotional needs of healthcare consumers

Recently we examined the characteristics and emotional values in British pharmaceutical ads targeted at doctors. Through the images, symbols and messages, ads address reader’s values, needs and ‘ideology’ (or outlook on their job and...

Catalogue: Global Healthcare 2006

Author: Alan Branthwaite

February 6, 2006

Applications of motivation research in technology markets

Manufacturers of business products have sought more effective ways for messages to break through, be heard and resonate with their audiences.While purchase decisions for high-end business products are typically team decisions, and the dynamics of the...

Catalogue: Qualitative 2005

Authors: Bernadette DeLamar, Carol K. Galvin, Stacey Novack, Steven Halling

Company: IBM Corporation

November 13, 2005

Ya Sheikh, let me sell you a camel

The Middle East region has seen significant changes over the last few years, and these extraneous factors have shaped the lives and values of Arabs. A number of contradictions have occurred, behaviour that is difficult to explain at the outset, but...

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

Authors: Dipen Mehta, Daksha Desai

October 28, 2001

Keep your hands off my wallet until you get into my life

This paper is devoted to exploring the range of ethnographic techniques.In particular, it shows their capacity to penetrate the inner space ofrelationships between consumers, their mindsets and brands.The ethnographic approach is a way to gain a deep...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Cecília Russo, Jaime Troiano

November 1, 2000

Beyond post-perestroika Russia and post-communism Eastern Europe

The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations,...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Rupert K. Tower, Peter Cooper

September 1, 1999

Measuring the true value of brands

This paper aims to support the proposition that the key to understanding a brand's equity or value lies in examining its ability to retain profitable committed customers while attracting similarly profitable non-customers. This proposition is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Julie Bevan, Trevor Richards

September 1, 1998