Resources Library by ANA

Don't take action based on this paper

What's UP? Ever thought about UP; Why you speak up in meetings when a hot topic comes UP but at other times you shut UP, make up excuses, so as not to stir UP trouble? And is your communication more like researchers walk into a bar... or rather...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Maya Bourdeau, Jiao Zhang, Omar Mahmoud

September 15, 2010

Latin eye tracking

The case describes the application of the Eye Tracking neurophysiologic technology in the advertising evaluation of Aceite Z with Super Fry, product of the multinational Team Foods. The television commercial created to halt the product's drop in...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Carolina Mejía Posada, Catalina Mejia Rozo

Company: YanHaas S.A.

May 21, 2010

A deep dive into the mind

More and more research shows that consumer behaviour is driven for an important part by subconscious processes in the mind. Existing research techniques to uncover this area are either expensive or not very effective. Guided relaxation generates...

Catalogue: Qualitative 2009: The Evolving Human

Author: Ralph Poldervaart

Company: Motivaction International B.V.

November 23, 2009

Integrating qualitative methods with biometrics

The presentation contains results of conscious self-reports compared to neurophysiological unconscious reactions (reflected by EEG, EMG, and SC). The relation between the methods and present interpretations based on qualitative methods and biometrics...

Catalogue: Qualitative 2009: The Evolving Human

Authors: Rafal Ohme, Agnieszka Wnuk, Magdelena Jagielska

November 19, 2009

Deeply understanding the mind to unmask the inner human

Developing successful marketing strategies requires the unmasking of the inner human using appropriate methodologies. This requires an understanding of how the mind works, how humans process information and make decisions. Many misconceptions in this...

Catalogue: Qualitative 2009: The Evolving Human

Author: Katja Bressette

November 19, 2009

The culture Karma Chameleon

The theme of our paper is inspired by Clotaire Rapaille's work as described in his book The Culture Code. And by India, an exciting, dynamic place which is just screaming to be decoded by cultural theory as brands and products enter the race to touch...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Mamata Kathuria, Ayobamidele Gnädig, Harry Key

Company: Happy Thinking People

November 20, 2008

Neurosemiotics

Recently neuroscience began to study the effect of brands and all that is involved with them through different structures and systems of our organism. neuroscience tries to understand what happens physically when we relate with a product, a logo or...

Catalogue: Latin America 2008

Authors: Carlos de Leon, Gabriela de la Riva, Oscar Cue, Rocio Ordonana, Alice Garreti, Monica Moctezuma, Mariana Ramirez-Degollado

Company: De La Riva Group

May 13, 2008

Brand iconography

Given today's flood of information, consumers struggle to find their way and seek as much help as they can find in many markets. As part of everyday life, people often create help mechanisms such as mnemonics to make it easier to remember things. For...

Catalogue: Global Healthcare 2008: Consumer Choice

Author: Marion Adler

Company: ICON ADDED VALUE GmbH

February 6, 2008

Smelly business

This presentation is as much about the value of memory as the value of a smell.-Does the memory of coffee brewing really cause someone to write Folger's on their shopping list rather than Maxwell House?-Does the memory of the smell of fries cooking...

Catalogue: Fragrance 2007

Author: Nigel Hollis

Company: KANTAR TNS Malaysia

November 14, 2007