Resources Library by ANA

The 'insight' story

The final outcome form this paper is a checklist which synthesizes the findings. Using this checklist, a market research professional can evaluate and identify an 'Insight' generated, before communicating to the client and therefore can deliver as...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Suresh Ramalingam, Aruni Ghosh

Company: Nielsen

February 11, 2009

I sleep with my mobile

Insights about media awareness are by-products of reasoning about online social networks (SNs) focusing on brands or target communities, helping in strategy decision-making on publishing business advertisement and preventing rumor and the spread of...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Alexandre Crivellaro, Celina Maki Takemura

Company: IBOPE Inteligencia

February 11, 2009

The insightful museum

This case study gives a close look at attitude and behaviour based consumer segmentation. It also shows:-How a multi-method approach creates deep understanding of the consumers -How the research is connected to the business improvement opportunities...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Channe Järn, Sanna-Mari Jäntti

February 11, 2009

Reality YOUTH research

The Middle East is one of the youngest regions in the world with about two thirds of the population under 25 years of age. Technology has brought winds of change to the Arab World and some would even say that in the preceding five years the Arab...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Tammy Jalboukh, Ambrish Chaudhry

Company: KANTAR TNS Malaysia

February 11, 2009

Netnography research

Online conversations in web forums, blogs and other 'user generated content' platforms are a valuable source for gaining unobtrusive Consumer Insights. A new method to analyze this user generated content is Netnography. The Netnography method...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Michael Bartl, Steffen Hück, Stephan Ruppert

Company: HYVE

February 11, 2009

Musical insights

The potential of the music-listening behaviour of individuals in designing market research methodologies has hitherto remained virtually untapped. This paper presents a novel method of grouping people in accordance with their personality traits that...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Uttam Sarkar, Sanjay Datta

February 11, 2009

Beyond words

Insights are useful only if they are understood by those who need to put them into action. Yet even the most compelling insights can be 'lost in translation' at different stages of a project when we forget to decode and encode, interpret and...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Lucy Blakemore, Lekshmy Parameswaran, László Herczegh

Company: Gravity Planning & Research Ltd

February 11, 2009

Mastering insights that pay

This paper details how to marry the science of segmentation with the art of understanding the organization's business to deliver actionable and usable insights. It discusses why science or statistics alone are necessary but not sufficient to provide...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Sonali Desai, Julian R. Bond, Sam Davis, Tim O’Brien, Koen De Vos, Tony Costella

Companies: MasterCard, KANTAR TNS Malaysia

February 11, 2009

Research World (February 2009)

Shoppers are, after all, not distinct from consumers or moms or people generally. Shopping is just another facet in the diamond of human personality and behaviour. But now the severity of the recession perversely gives research a real opportunity to...

Catalogue: Research World 2009

Author: ESOMAR B.V.

February 1, 2009