Resources Library by ANA

The world of short form video for post millennials

This paper discusses key trends in short form video viewing, and makes some predictions for how snack-able consumption will change among post Millennials (under 16s) and the implications for broadcaster strategy. The analysis focuses in three key...

Catalogue: Congress 2016: #WOW

Author: Nadine Bailey

September 22, 2016

Generational effects in market research effectiveness

There is a growing belief in the marketing industry that traditional market research tracking methods are less predictive of millennial behaviour than for that of older generations and that Millennials can best be understood and measured by their...

Catalogue: Congress 2016: #WOW

Authors: Seth Duncan, Kelley Sternhagen

September 22, 2016

The potential power of digital creative

While digital media spend continues to grow exponentially, particularly in video and mobile platforms, creative is generally an after-thought when marketers are planning a digital campaign. While the ad industry provides a range of creative options,...

Catalogue: Congress 2016: #WOW

Authors: Cortney Henseler, Samuel Kim, Matthew Sharp

September 22, 2016

The power of reflective content

James Dean and Justin Bieber have one thing in common - they captured the imagination of young people in their generations by tapping into identity crisis. While identity crisis itself is not new, the nature of identity and its expression is...

Catalogue: Congress 2016: #WOW

Authors: Shibani Nayak, Sumeli Chatterjee, Sushma Panchawati, Aman Anand, Devika Johar

September 22, 2016

The game-changing generation

Millennials are adopting new technologies and changing buying behaviors, resulting in challenges that brands need to tackle. Understanding Millennials required adapting the research approach: conducting the survey on smartphones, and more...

Catalogue: Congress 2016: #WOW

Authors: Patricia Dominguez, Joyce van Heeswijk, Julia Goernandt, Cori Deutsch, Nijat Mammadbayli

Company: SKIM

September 22, 2016

Gen X today

Research shapes our brands, inspires our content and helps us to communicate with our audiences. We know a lot about kids, families and young adults, so this year we embarked on a project to support our Adult-focused brands by exploring Gen X...

Catalogue: Congress 2016: #WOW

Authors: Christian Kurz, Jo McIlvenna, Anna Noel Taylor, Emma Murray, James Guerrier

September 22, 2016

The walking Z

Every generation writes their own story. Up-close and personal with GenerationZ! Winning young consumers when they have reached legal drinking age is of highest priority for AB-InBev. In order to predict what the future of marketing could look like,...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Authors: Marco Gruhn, Kerstin Klaer

Company: AB InBev

June 15, 2016

Setting the scene

Over the last 12 months ESOMAR has been involved in a number of different research initiatives which have looked to define and quantify the future of the research industry. Join us for a short overview of the results of each of these initiatives and...

Catalogue: Webinars 2016

Authors: Finn Raben, Elizabeth Norman, Lucy Davison, Simon Chadwick

June 15, 2016

Domestic dudes

This paper explores the mindset of an emerging consuming class: the domestic dudes. These are married millennial men who, unlike their fathers, are adept at domestic matters ranging from grocery shopping to cooking and home aesthetics alongside...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Author: Sandeep Dutta

Company: KANTAR TNS Malaysia

June 15, 2016