Resources Library by ANA

When business gets emotional

Emotion plays a part in everything consumers do. But in B2B, it has played an increasingly more important role over the past decade – more than most marketers, researchers, and brand managers are willing to admit or measure. Some of their...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Authors: John Perls, Robert Passikoff

June 15, 2014

Putting B2B research to the legal test

B2B research presents unique legal challenges, which are especially significant for multi-country B2B research. Hear three researchers grapple with legal considerations for their projects, in consultation with one of the research industry’s...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Authors: Ashlin Quirk, Jared Schiers, Polly Speros

June 15, 2014

B2B decision-making: Does 'good' matter?

Having worked with one of our sister companies, the Good Relations Group, on developing a landmark piece of research in 2013, looking at the importance of companies 'being good' in the eyes of consumers, we started asking ourselves whether and to...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Author: Sinead Jefferies

June 15, 2014

Comparing apples to pommes

B2B organisations are increasingly challenged with reaching a global and diverse target audience. In order for insights to be actionable across borders, researchers and marketers should be aware of the cultural biases that are at play when conducting...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Author: Conor Wilcock

June 15, 2014

Social media research & B2B audiences

It is argued that Social Media (SM) based research gets closer to real people and that conversations are more honest/transparent than those generated via the old regime of surveys/ focus groups - it's also a damn sight cheaper!But recent research we...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Authors: Alex Johnston, Julie Knox

Company: Jigsaw Research

June 15, 2014

Becoming a customer of choice

Measuring and managing the rational and emotional dimensions of relationships, both internally and externally, is key to success in B2B markets. This presentation will discuss how to become both an internal and external customer of choice, and how...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Author: John Fleming

June 15, 2014

Why B2B/Industrial is different and what to do about it

Your gut is wrong more often than you think. B2B/Industrial is very different than B2C, but you ignore the voice of the market at your peril. In fact, if you are separated from your end user customers by distributors and channel partners, you may be...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Author: Mark Towery

Company: Geo Strategy Partners

June 15, 2014

Strategic B2B market analysis for global companies

In the face of globalisation, analysis of multi-industry and multi-country B2B market seems increasingly complex and challenging. It can turn into an easy task, though, if the research methodology is refined and based on carefully selected key...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Author: Indre Cesniene

June 15, 2014

Business hierarchy of needs

A large part of B2B research aims to explore, understand and anticipate business motivations. Abraham Maslow proposed a ‘hierarchy of needs’ to explain human motivation. Is there an equivalent hierarchy for business?? The prime motivation...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Author: Owen Jenkins

Company: Kadence International

June 15, 2014