Resources Library by ANA

Is this tribe local or global?

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as market research practitioners tells us that what sells...

Catalogue: Asia Pacific 2004

Authors: Gordon Pincott, Rimelle Freedman, LiLian Yap, David Chantrey

Company: KANTAR TNS Malaysia

March 28, 2004

Sensitive subject in a sensitive market

This paper discusses the problems of researching sensitive subjects in a conservative Islamic country such as Saudi Arabia. Using erectile dysfunction as a specific example, the paper discusses the avenues which have been explored and the crucial...

Catalogue: Global Healthcare 2004

Author: Jim Ryan

February 22, 2004

Archieving comparability from multicultural diversity

Cultural sensitivity - understanding the differences that occur across the peoples who inhabit the global village -results in better research designs and better interpretation of results, and helps a global marketer to better understand how to...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Author: Peter Klein

Company: MSW_ARS Research

December 3, 2003

Euromale

In 1999 a study asked men around Europe what they thought of their lives: their jobs, their partners, their kids, their friends, women, sex, and advertising? How did this differ by age from 21-65 years? How did it differ by country between the United...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Christene McCauley, Nick Johnson

Company: Diageo

November 5, 2003

Hip-hop: Subculture or super brand?

The presenters argue that a true understanding of the appeal of hip-hop can have valuable implications for marketers seeking to connect with young people. Hip-hop incorporates a number of key values which resonate powerfully with the youth target....

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Chris Arning, Ednyfed Tappy

Company: Flamingo

November 5, 2003

The demise of the staid and the mute, evolve or fade away!

Has technology invaded the domain of qualitative research? Are we, as researchers utilizing it to our advantage?This paper addresses the overall needs regarding reporting, conclusions, and an action standard, i.e. operational use of the qualitative...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Author: Dipen Mehta

November 5, 2003

The shepherd and the cowboy

This paper describes how cultural understanding can be effectively utilised in the development of strategic marketing communication.It describes the values of young people in the MENA region, how these impact on their aspirations and expectations...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Othman Ouazzani, Nandini Roy

Company: The Coca-Cola Company

November 5, 2003

The dilemma of brand identity in Latin America

The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social...

Catalogue: Latin America 2003

Author: Nora D'Alessio

May 4, 2003

The dilemma of brand identity in Latin America (Spanish)

The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social...

Catalogue: Latin America 2003

Author: Nora D'Alessio

May 4, 2003