Resources Library by ANA

Making hay where the sun shines

This paper presents a novel way to gather consumer thoughts and reactions by employing the four core factors that drive the emergence of digital culture- the internet, the smartphone, the global communication platforms and the natural urge of...

Catalogue: Congress 2018

Authors: BV Pradeep, Jayadev VK, Dushyant Gupta

September 23, 2018

Blindfolded, describing an elephant

There is little consensus on what the unconscious mind is, and how to measure it. This because the unconscious is not one thing but many. By understanding the full structure of unconscious mind, and using the right tools to measure each part of it,...

Catalogue: Congress 2018

Author: Leigh Caldwell

September 23, 2018

The small enterprise blueprint

Small Enterprises (SE) organisations with less than 50 employees, are often overlooked by market research agencies. However, in the UK alone SE account for 42% of all UK business turnover. It was in this context of untapped opportunity Northstar...

Catalogue: Congress 2018

Authors: Alex Holmes, Alex Wilman, Ben Grainger

Company: Northstar Research

September 23, 2018

Tell me who your friends are, I will tell you who you are

Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand.In this paper, we introduce and...

Catalogue: Congress 2018

Authors: Laurent Florès, Antoine Moreau

September 23, 2018

A new generation of craftsmanship

We set ourselves the challenge of forecasting the future for our insights engine, asking ourselves a series of questions about how we conceive insights across Unilever as a whole, how the field of insights is evolving, and about the needs and...

Catalogue: Congress 2018

Author: Myralda Derks

September 23, 2018

Positive gender portrayal in advertising

This paper describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we...

Catalogue: Congress 2018

Author: Andrew Geoghegan

Company: Diageo

September 23, 2018

Injecting emotion into campaign effectiveness

Is it possible to test whether branded content met its campaign objectives? See how the BBC combined the latest in emotion tracking tech with devilish psych methods to product a new research tool that is taking the advertising world by storm. In 2017...

Catalogue: Congress 2018

Author: Hamish McPharlin

September 23, 2018

McNext

McDonald's Canada partnered with Dig Insight to build a new menu testing solution. We created a fusion recipe for innovation testing by using CPG innovation screening methodologies as a starting point and reinvented them to reflect QSR realities.

Catalogue: Congress 2018

Authors: Michaela Charette, Michael Edwards

Company: Dig Insights

September 23, 2018

Unifying measures of customer experience and satisfaction

Satisfaction measurement at Microsoft has evolved from a singularly sourced and scrutinised version of the truth to a more frequent and holistic measurement framework, providing a richer understanding of customer and partner health. We’ve...

Catalogue: Congress 2018

Authors: Jeffrey Mercer, Mareth Cordell

Company: GlobeScan Incorporated

September 23, 2018