Resources Library by ANA

Research in a world of irrational expectations

Our industry works hard for the truth and often sees it as our domain, yet sometimes the way we go about research moves us further from 'real' truth. More attention is needed to what Behavioural Economics findings mean for Market Research, not just...

Catalogue: Congress 2011: Impact

Authors: Stephen Phillips, Abigail Hill

September 18, 2011

Behaving economically with the truth

Traditional economists would have us believe that people are rational, utility-maximizing, cost-minimizing and socially isolated individuals with stable preferences. This view also pervades market research and our practices but is being challenged by...

Catalogue: Congress 2011: Impact

Authors: Peter Harrison, Alain Samson, Orlando Wood

Company: BrainJuicer

September 18, 2011

Spinning a yarn

This paper addresses some of the differences between older and younger brains and how they code information. It takes the reader on a journey of creative techniques that can help researchers move beyond rational claims and elicit deeper feelings that...

Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity

Author: Sarah Hamburger

March 20, 2011

Research World (January/February 2011)

In this issue we look at the new consumer insights and the implications of non-rational behaviour.

Catalogue: Research World 2011

Author: ESOMAR B.V.

February 15, 2011

Planting a seed for behavioral change

In this article, we want to illustrate the huge untapped power of insights in bringing about behavioural change for individual and social good, in other words, getting people to make healthier lifestyle choices, and the vital role of qualitative...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts

Authors: Takashi Takenoshita, Berangere Bragard, Vivek Banerji

Company: McKinsey & Company

November 18, 2010

Cooking with Goethe

Across individuals, cultures or target groups, Psychological Morphology describes how habits, emotions, visuals, products can be seen as unifying "Gestalten" (shapes) that constantly change and develop. From Goethe's Morphology of living beings via...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts

Authors: Kirsten Juchem, Thomas Pohne, Ramona Wehlig, Jens Lönneker

Company: Rheingold GmbH & Co. KG

November 18, 2010

Innovation: Return to reality

This paper discusses innovation process performance in FMCG and blind spots in the classical research sequence. Using case studies, it demonstrates how a combination of relevant 'touch and feel' stimuli and behavioral research techniques can help...

Catalogue: Innovate 2010: Innovation Detonation

Authors: Michel Ten Donkelaar, Richard Bordenave

Companies: BVA Group, Kraft Heinz Company

November 16, 2010

The digital day

People have more flexibility and choice than ever before when it comes to what, how and when they access media content and use communications services. The research presented here provides a snapshot of people's media and communications behaviour...

Catalogue: WM3 2010: Your Audience = Media Consumer + Generator

Authors: Kate Reeve, Jane Rumble, Guy Holcroft

Companies: GfK, Ofcom

October 21, 2010

Semiotics of behaviour change

Much discussion about the future of qualitative research has been concerned with our ability to immerse ourselves in the world of the individual, understanding the stories and narratives that underlie beliefs and attitudes. This paper argues for the...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Amrita Sood, Simon Pulman-Jones

Company: GfK

September 15, 2010