Resources Library by ANA

Reel happiness

Pearl & Dean face an ongoing challenge to demonstrate the effectiveness of cinema advertising to global brands, who are faced with a myriad of media channels competing for their spend.The cinema advertising industry is data rich, with access to lots...

Catalogue: Congress 2015: Revelations

Authors: Graeme Lawrence, Anna Cremin, Kelly McKnight

October 1, 2015

Turning shopper insights into company-wide memes

Impact is the name of the game in market research. There are two critical success factors to activate an organisation with the outcome of research: a co-creative platform where employees can interact with the insights and a research method that...

Catalogue: Congress 2015: Revelations

Authors: Niels Schillewaert, Holly Rozelle, Olesya Govorun, Tom De Ruyck, Thomas Troch

Company: InSites Consulting

October 1, 2015

Hooked on shopping

With the rapid adoption of smartphones and tablets, shopping has fundamentally changed in a very short period of time. Technology has enabled an always-on shopping environment where shoppers are engaged every day, even if they don’t intend on...

Catalogue: Congress 2015: Revelations

Authors: Andrew Consky, Steve Payne, Vicki Draper

October 1, 2015

Path to purchase

Our industry commonly accepts as a given that shoppers take a journey as they come to make a purchase decision. This paper will contradict that belief, suggesting that while a path to purchase may be useful from a marketing research perspective, its...

Catalogue: Congress 2015: Revelations

Author: Stephen P. Needel

October 1, 2015

Rewarding the retail customer while generating extra revenue

The loyalty programme of Carrefour has been running for several years. It consists of giving loyalty points to card users when their basket has a specific spend value. Carrefour wanted to know until which point you can motivate the customer to spend...

Catalogue: Congress 2015: Revelations

Authors: Nicole Huyghe, Bart Vandenreijt

October 1, 2015

1 eureka moment, 2 famous ads, 3 reaps the rewards

How 3 did it:If brands come readily to mind Then profit won’t be far behind All round the world, the rule’s the same Your only objective–AIM FOR FAME When your brand needs that fame ignition You can’t rely upon cognition...

Catalogue: Congress 2015: Revelations

Authors: John Kearon, Tom Malleschitz

October 1, 2015

Less is more: Being deprived often brings out the best

This is a presentation that shows the power of taking something away. In a world where we are used to asking for more, while we indeed already have more, it seems almost backward. In the world of research where we ALWAYS want MORE it seems even more...

Catalogue: Congress 2015: Revelations

Authors: Vanessa Oshima, David McCaughan

October 1, 2015

Coming of age on screens

The "Coming of Age on Screens" projects looked to achieve an authentic view of the lives of 13-to-24 years olds across 11 markets. To produce a rounded and credible account, we needed to blend our global online questionnaire with innovative...

Catalogue: Congress 2015: Revelations

Authors: Jo Tenzer, Andrew Crysell

October 1, 2015

Irish cities uncovered

As a global company, the Heineken portfolio (Sol, Desperadoes and Tiger) use mass communication channels. The danger of this strategy is that it ignores social and cultural diversity in locations where much of its drinkers' culture is shaped: cities....

Catalogue: Congress 2015: Revelations

Authors: Guy Perrem, Sheila Cunningham

Company: MCCP, The Planning Agency

October 1, 2015