Resources Library by ANA

Touchpoint tracking

This paper describes how we are building TROI (Touchpoints Return on Investment), a new approach to tracking multiple touchpoints.For the first time marketers can see the impact on their brand of word of mouth, product usage or ambient activity...

Catalogue: Congress 2006: Foresight

Author: Fiona Blades

Company: MESH Experience

September 17, 2006

Bluetooth early adopters

This paper aims at discussing differentiated forms of approaching small targets of technology products of very low incidence such as Bluetooth in Latin America, exploring the receptivity of the Brazilian and the Mexican of a new technology and how it...

Catalogue: Congress 2006: Foresight

Authors: Richard Nelson, Paula Soria

Company: IBOPE Inteligencia

September 17, 2006

Axe 'click'

The paper explores how the global communication campaign for the 2006 Axe variant 'Click' was researched using evolutionary insights as a foundation. A multi-layered approach comprising desk-research, expert interviews and consumer groups validated...

Catalogue: Congress 2006: Foresight

Authors: Andy Bloor, Alistair Millar, Jem Fawcus

Company: Firefish

September 17, 2006

The dig

It is archaeology's use of stuff in studying, understanding and building pictures of cultures that first attracted us. Archaeology provides a practical approach to 're-instating the missing masses' (Latour 1992) in market research.How market research...

Catalogue: Congress 2006: Foresight

Authors: Simon Blyth, Simon Roberts

Company: Unilever

September 17, 2006

Building the corporate brand

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as the 'brand'. The Wirthlin Values approach is used...

Catalogue: Congress 2006: Foresight

Authors: Oliver Loch, Patricia Kidd

Company: Harris Interactive (Europe)

June 15, 2006

The art of research narratives

There will be critical changes in the communication of research data over the next five to ten years, as corporations place increased value on successful research transfer.Entertainment methods of 'visual storytelling' will gather momentum as an...

Catalogue: Congress 2006: Foresight

Authors: Alec Bernstein, Laura Robin, Monika Zych

Company: BMW Group

June 15, 2006

The basic of design for emotion

Although emotional responses to product design are subjective and therefore intangible, the process underlying these emotions is lawful. There are universal principles in how emotions are elicited, and these principles also apply to emotions...

Catalogue: Congress 2006: Foresight

Author: Pieter Desmet

June 15, 2006

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

Foods, diet and wellbeing

This paper outlines how consumer trends information can help manufacturers in developing and implementing strategy. it also details how this information needs to look beyond the issue directly at hand – that is, to look both at what else...

Catalogue: Congress 2006: Foresight

Authors: Roger Smith, Bill Parton

Company: GfK

June 15, 2006