Resources Library by ANA

MetLife insights engine

MetLife is on a journey to reinvent its business and brand to become a more high-performing, customer-led, and modern company. Critical to this is a deep understanding of customer needs as the foundation to deliver the right solutions for the right...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Carolina Erlich, Flynt Tuller

Company: MetLife Inc.

May 14, 2018

McDonald's deeper consumer understanding

Unable to develop a truly consumer-centric strategy based on their current research practices, McDonald's endeavoured on a new segmentation approach that enabled them to deep-dive into their consumer segments & need states, learn which ones...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Oscar Yuan, Gabriela Basabe

Company: McDonald's Corporation

May 14, 2018

Resistance is futile, you will be assimilated

Consumers in the UAE region have moved to being all digital, but market research methods are yet to adapt to this reality. With mobile and social media marketing spends exploding in the UAE region, are non-digital survey methods still relevant? Do...

Catalogue: MENAP Forum 2017: Connecting And Collaborating For Impact

Authors: Hector Paris, Dushyant Gupta

Company: Borderless Access Pvt. Ltd.

June 15, 2017

Catch trends - Measure ads

Marketers have always had two fundamental jobs: Understanding the needs of customers and reaching out to them with a message that is impactful. In many cases, we don't have to ask what customers want any more. Our online searches say a lot about us....

Catalogue: Asia Pacific 2015: Asia Means Business

Author: Taylan Yildiz

June 15, 2015

On-site scenario groups: From lab to life

The task: Evaluate hospitality, cleanliness, safety, and announcements of Deutsche Bahn, Germany’s national rail. The answer: This study was not conducted in a clinical facility where experiences and expectations were explored retrospectively to...

Catalogue: Global Qualitative 2014: Research Renaissance

Authors: Klaus Berkensträter, Christine Schaper

Company: Ipsos MRBI

June 15, 2014

Twitter (Spanish)

The purpose of this research is to provide qualitative content analysis of motivation as a relevant category in the relationship between user and brand - in the Twitter context. One hundred Twitter profiles were downloaded, for the researcher's...

Catalogue: Latin America 2014: Accelerating Growth

Authors: Andrea Marcela Durán Sánchez, María Angélica Aya Zarate

June 15, 2014

Zodiac brand research in China

Research about Chinese consumer motivations and perceptions needs new and different techniques and methodologies in order to match the specific Chinese cultural context and heritage. For gaining a deeper understanding of the meaning of brand...

Catalogue: Congress 2014: What Inspires?

Authors: Dirk Ziems, Sami Wong

Company: concept m research + consulting GmbH

June 15, 2014

From BoP to emerging middle classes in Latin America

The Bottom of the Pyramid represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500. In order to reach these consumers, businesses must first of...

Catalogue: Latin America 2014: Accelerating Growth

Authors: Sarah Boumphrey, Scott Rencher

June 15, 2014

Rowing against the tide or surfing the new wave?

How do we address the consumer’s research needs in emerging markets where the following hurdles are to be faced: rare, and multiple official languages; logistical difficulties; lack of infrastructure; illiteracy and low levels of consumer...

Catalogue: Congress 2014: What Inspires?

Authors: Massimo Cealti, Nicolas Siega

June 15, 2014