Resources Library by ANA

Translating the language of consumers into global fundraising efforts

This paper describes UNICEF's adoption of a global, cross-category trends framework, and the organization's on-going usage of trends in idea generation. It reviews how and why UNICEF identified a need to track consumer trends, as well as highlights...

Catalogue: Congress 2011: Impact

Authors: Nick Chiarelli, Sotta Long

September 18, 2011

From brilliant to actionable

This paper will describe the collaboration between Hershey's and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical...

Catalogue: Congress 2011: Impact

Authors: Mark Garratt, Rafael Alcaraz, Steve Cohen

Company: In4mation insights

September 18, 2011

Future media trends 2015

The exciting question for the future is how revolution in technology meets evolution in human behaviour. With the study Future Media Trends we focus on the evolution of human behaviour: A theoretical framework for understanding this change is the...

Catalogue: WM3 2009: Change Is In The Air...

Authors: Bernhard Engel, Natalie Beisch

May 7, 2009

Marketing research in 2038

In the year 2038, ESOMAR's newly-formed Committee for Industry Standards devised the ultimate plan. They would reshape the Future by changing the Past. The plan called for someone - or rather something - that felt no pity. No pain. No fear. Something...

Catalogue: Congress 2008: Frontiers

Author: Teddy Langschmidt

September 26, 2008

Exploring markets with agent-based computer simulations

Do we always need to interview human beings in the flesh or can we get reliable information by observing thousands of I-individuals who are pre-programmed to follow the same utility function as their human counterparts? Where is the frontier? ...

Catalogue: Congress 2008: Frontiers

Authors: David Perroud, Roger A. Parker

September 26, 2008

Reaching through the crystal ball

What will society look like in 2015 and what can a product and service provider do now to prepare for such an unknown place?  These are the twin challenges that this paper seeks to address. Developing scenarios and futures processes (looking...

Catalogue: Congress 2008: Frontiers

Authors: David Palmer, Paul Stamper

Company: KANTAR TNS Malaysia

September 26, 2008

Measuring responsiveness from a 360° angle

Imagine being able to target advertising to consumers who are responsive to advertising. Imagine being able to exclude from the media plan those consumers who are not responsive to advertising, because they may be more price sensitive, or sensitive...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Author: Joan Fitzgerald

Company: Nielsen

June 1, 2008

Fast moving consumer and OTC products

Different Strokes for Different Folks on the Road to OTC Marketing Effectiveness: Consumers shop for OTC products differently to how they buy their groceries. Advertising effectiveness, the relevance of shelf-based awareness, consumer ?buzz? and the...

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Clémentine Fischer, Robert Buckeldee, Erik Maasen

Company: Nielsen

February 6, 2008

The power of communication

The Italian OTC drugs market is evolving. The last significant change occurred about two years ago with the so-called 'Bersani Decree' which ratified the exit of the OTCs from the pharmacy, giving consumers the chance to buy over-the-counter drugs...

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Elena Anfosso, Giuliano Meroni

Company: Novartis

February 6, 2008