Resources Library by ANA

Sense & scent

There is a need to better measure the insights and emotional expectations of today's 'bionic' consumers. Recognizing the Fragrance Industry need to evolve from a functional to emotional paradigm for building brand identities, Brand Keys and Mirror...

Catalogue: Fragrance 2007

Authors: Robert Passikoff, Kerry O'Connor

Company: Brand Keys, Inc.

November 14, 2007

A scientific explanation of the role of fragrance in branding

According to marketing guru Philip Kotler: 'most products now come across as interchangeable commodities rather than powerful brands'. This has happened because consumer goods' brands, in particular, have failed to evolve and develop emotional...

Catalogue: Fragrance 2007

Author: David Thomson

Company: MMR Research Worldwide Ltd

November 14, 2007

Using faces

This presentation outlines what led to the construction of our emotional measurement technique, and the psychological theory underpinning it. It describes some important new findings for the measurement of emotion in advertising: Emotions drive...

Catalogue: Congress 2007: Excellence

Author: Orlando Wood

Company: BrainJuicer

September 19, 2007

Beyond research

What emotions are really, and how can we structure these emotions before assessing how we can actually measure them? Together with i-City, Psilogy is developing a profiling system that accounts for both behavior and emotion, taking into account the...

Catalogue: Congress 2007: Excellence

Authors: Philip De Wulf, Emmanuel Verhagen

September 19, 2007

Analysis of eye properties

The presentation introduces a measurement method embedded in software that makes it possible to measure the immediate unconscious and uncontrollable emotional responses before they are cognitively perceived, interpreted, and biased by our mind. The...

Catalogue: Congress 2007: Excellence

Author: Jakob de Lemos

September 19, 2007

Beyond neuroscience

In the traditional model of brand communication, the consumer's mind is a blank page on which marketers can write whatever script they want. But communication is not a one-way process: new information conflates with existing emotions and metaphors to...

Catalogue: Congress 2007: Excellence

Author: David Penn

Company: Conquest

September 19, 2007

Biofeedback and eye-tracking

This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store layout, leveraging on several in store retail mix...

Catalogue: Retail 2007

Authors: Francesco Gallucci, Rosario Stingo

Company: Procter & Gamble

February 19, 2007

All you need is love

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking.However, recent studies show that emotions and feelings are much more important.These...

Catalogue: Latin America 2006

Authors: Michael F. Cramphorn, Georgia Phillips, Ilan Lechter

Company: Add+Impact International

October 25, 2006

Coming to terms with emotions

Qualitative research often claims to also gather besides rational and functional business aspects the more emotional side of the coin: feelings, moods and emotions that are related to (consumer) perception, decision-making processes and (consumer)...

Catalogue: Qualitative 2006

Authors: Ute Rademacher, Kay Volker Koschel

Company: Ipsos MRBI

October 8, 2006