Resources Library by ANA

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

Society, brands and the media

Global marketing is undoubtedly now an established discipline. More and more strategies are designed to capitalise on common consumer characteristics across the world.This presentation outlines some of the changes that are shaping societies in the...

Catalogue: Consumer Insights 2005

Author: Sheila Byfield

Company: MindShare

November 15, 2005

Global brands and Chinese strivers

This paper addresses two questions: what defines Chinese consumers in the context of Asia, and the world? And how do you build globally consistent platforms while respecting and reflecting Chinese characteristics?The paper is based on an annual...

Catalogue: Asia Pacific 2005

Authors: Xiaoyan Zhao, Don Simons

March 13, 2005

From aesthetic trends to new value signs

In 2004 Philips launched its new brand positioning 'Sense and Simplicity'. To articulate this positioning through design, Philips Design works according to the High Design process; a multidisciplinary and human-centered approach that led to...

Catalogue: ESOMAR Conference on Digital Futures 2005

Author: Brechje Vissers

Company: Philips International

March 1, 2005

N=No

This paper observes that the need for qualitative-based understandings of brand relationships is growing around the world as emerging markets grow, develop and fragment.At the same time it raises questions of how the global culture of qualitative...

Catalogue: ESOMAR Conference 2005: Innovate!

Author: James Parsons

Company: Flamingo

February 27, 2005

Hide n' seek

This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market.The paper demonstrates how a creative research design involving semiotics makes it possible to understand...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: James Potocki, Lyn McGregor

November 28, 2004

The convergence of mobility and media

Mobile Media is considered one of the key drivers for the future success of the telecom industry. Ericsson ConsumerLab and SKIM Analytical durables&ict have conducted a global study in order to add the consumer dimension in the design of Mobile...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Jürgen Warnecke, Jonas Selen, Susanna Lewis

Company: SKIM

November 7, 2004

Calibration and description for the 21st century global telecom challenge

This paper discusses the issues that global telecommunications market research needs to address. It describes the need for a consistent approach that encompasses a core data set that meets international, regional and local requirements.It discusses...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Tacis Gavoyannis, Bill Blyth

Company: KANTAR TNS Malaysia

November 7, 2004

Latin American trends: Local societies, local consumption and global brands (Spanish)

The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels.The...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Esteban Socorro, Fernando Moiguer

Companies: The Coca-Cola Company , Compañia de Negocios Moiguer

October 24, 2004