Resources Library by ANA

Too much genius, not enough wisdom

Three experienced researchers - one from a major UK client and two from the supply side - COLLABORATE to argue we are entering a post quantitative world, a world in which the skills of qualitative researchers are in high demand.Clients want wisdom as...

Catalogue: Global Qualitative 2015: Creative! Collaborative! Cool!

Authors: Frances Williams, Helen Clark

November 18, 2015

From the Iliad to Odyssey

The market research profession has been consciously trying to evolve from a provider of data to a generator of insights and a consultant to management. The success of this transformation has been spotty and its pursuit may mask the need for more...

Catalogue: Congress 2010: The Changing Face Of Market Research

Author: C. Frederic John

Company: MasterCard

September 15, 2010

Taxis, vans and subways

This paper will present three case studies of experiments to conduct novel research techniques in alternative environments. The three approaches are:-Designing a taxi in which participants participate in an interview conducted by the...

Catalogue: Qualitative 2007

Authors: Roberto Holguin, Luis Arnal

November 12, 2007

Insight 2.0

The insight achievable by using active Web 2.0 techniques can be quite different from traditional insight.This presentation highlights two key issues: first, how to generate and extract insight from Web 2.0 which will require new techniques and...

Catalogue: Congress 2007: Excellence

Authors: Graeme Lawrence, Ray Poynter

September 19, 2007

Provocative discourse as an insight generator

Provocation, normally understood in a negative sense, could be positively and ethically exploited for consumer insight generation in market research.The paper presents expert opinions on the role of provocation in different spheres of social life, as...

Catalogue: Qualitative 2005

Authors: Elena Mosicheva, Tatyana Ziglina

Company: MarketSense Russia

November 13, 2005

Is this art or science?

When referring to segmentation most experienced researchers think of factor and cluster analysis. In conducting ad-hoc factor or cluster analysis a great deal of subjectivity (and creativity) flows into the 'equation' in terms of selecting the 'best'...

Catalogue: ESOMAR Global Healthcare Conference 2003

Authors: Michael A. Michalis, Izabella Jaskolska

Company: Ipsos MRBI

February 23, 2003

Integrating qualitative research and futurism

This paper shows how the techniques of the futurist can be used to add value and insight to the marketing research process. The paper illustrates how approaches such as 'the report in the future' and 'Scenario Spinning' can be utilized in the...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Ray Poynter

Company: The Future Place

November 10, 2002

Beyond the hype

This paper describes how marketing intelligence allows Sony Ericsson to make a more valid assessment of the capitalised value of new products and services enabled by 2.5 and 3rd generation technology. As standard (conjoint) methodologies do not...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Authors: Annica Towliat, Jürgen Warnecke

Company: SKIM

October 20, 2002

Renewing market segmentation

The intent of this paper is to present researchers with an innovative use of state-of-the-art tools to solve problems that are too often glossed-over. The usual and standard tools and methods of benefit segmentation as practiced by most researchers...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Steve Cohen, Paul Markowitz

September 22, 2002