Resources Library by ANA

Bridging the gap

A new insight framework based on four distinctive but overlapping types of insight: 'discovery' insights, 'predictive' insights, 'explanatory' insights and 'transformational' insights is explored in this presentation. Qual and quant techniques can...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Author: David G. Bakken

November 13, 2011

From co-creation to co-deployment: A case study on consumer segmentation

The collaboration of a multi-functional team, enabling marketers to connect with their key consumers in order to understand the role the NESTEA brand plays in consumer lives, is celebrated in this paper. Via applied ethnographic techniques, it was...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Murat Demiral, Wendy Mitchell

Company: RDSi

November 13, 2011

Culture: Insight's third space

In global research, the notion of 'culture' often extends no further than 'understanding the quirks of a local market'. Yet it can be an inspiring and effective tool for developing brand strategy and innovation, especially when combined with more...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Andy Dexter, Leanne Tomasevic, Julie Curphey

Company: Truth

November 13, 2011

From the blog to the record shop

This paper envisions the future of insight and sees the walls between quantitative and qualitative research brought down thanks to new digital technologies. A project case study that catalysed decision-making and pushed new strategies within the...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Jamie Allsopp, Hanna Chalmers

Companies: Universal Music Group , Sparkler

November 13, 2011

Outside in

Anyone looking to deploy their consumer insight and marketing campaigns internally can learn from well-established principles of consumer brand-building and marcomms. Using creative examples from their global insight and marketing best practice...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Jo Lowndes, Teresa Kalyan, John Robson

Company: Sparkler

November 13, 2011

Smells like teen spirit

For the generation born in this millennium, growing affluence, smaller family size and media proliferation has meant that Youth values today are very different from the past generation. Is the middle class Asian Youth today similar to his Western...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Author: Madhumita Chakraborty

Company: PepsiCo

November 13, 2011

Water wows

With increasing access to high tech 'smart phones' by consumers from the developing world, qualitative research need no longer stay within the rigid confines of twentieth century definitions of in-group homogeneity, focus group interviews, in depth...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Pia Mollback-Verbic, Piyul Mukherjee

Company: Quipper Research

November 13, 2011

Blurring the boundaries between qual and quant

Conducting research in the high pace technology industry poses quite some challenges for the researcher. In order to cope with this, Acer let go of the traditional distinction between qualitative and quantitative research, and married them into a new...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Author: Maarten Schellekens

November 13, 2011

Connecting dots

This paper shares a business case showing how qualitative research, when properly interpreted, led to successful business results by finding the proper positioning for a newly launched brand in Sudan, a country with very challenging market dynamics....

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Author: Diaa Rashwan

November 13, 2011