Resources Library by ANA

Brand engagement

This paper shows how research techniques were applied in an online environment to elicit deeper learning about brand and media engagement among teenagers. The paper focuses specifically on teens in China, Brazil, Mexico, and Russia and demonstrates...

Catalogue: Congress 2006: Foresight

Author: Leyla Namiranian

Company: Decision Analyst, Inc.

September 17, 2006

Merging minds and matter

The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers.It proposes segmenting consumers based on 'the cognitive mental process that underpin choice' and converging it with...

Catalogue: Congress 2006: Foresight

Authors: Manjima Khandelwal, Shuchi Sethi, Adam Murphy, Daniel Jenkinson

Company: Nielsen

September 17, 2006

Defragment the consumer

Consciously or unconsciously, we systematically distort what we actually want to understand: the consumer.We often implicitly assume rational behaviour, neglect interdependencies and over-generalize from isolated findings. Most of all, we often...

Catalogue: Congress 2006: Foresight

Author: Florian Bauer

Company: IRIS Network

September 17, 2006

Attitudinal differences

We are presenting a paper on the representativeness of panellists who are in multiple panels as compared to those in one or a limited number of panels. Our paper assesses the data received from respondents on only one, a few, and multiple panels and...

Catalogue: Panel Research 2006

Authors: Dimitrio Casdas, Brian Fine, Con Menictas

Company: AMR

June 15, 2006

Consumer behaviour in a multi-media environment

This paper examines the nature of the market for news given the presence of multiple providers across multiple distribution channels.Do traditional media channels compete with online channels, or are they (partial) complements and potential brand...

Catalogue: Worldwide Multi Media Measurement 2006

Authors: James H. Collins, Kathleen P. Mahoney

June 4, 2006

Brain science

Why do people preferring the taste of Pepsi faithfully buy Coke? Researchers hope to unravel media mysteries with neuromarketing? a new spin on market research, which shuns customer surveys and focus groups in favour of technologies such as...

Catalogue: Worldwide Multi Media Measurement 2006

Author: Keren Priyadarshini

Company: GfK

June 4, 2006

How ethnic media is researched in the UK

UK media and marketers have been slow to react the growing ethnic population in the UK. No representative measurement exists on any media currency and few advertisers address this audience and ethnic media exclusively.Whilst large scale qualitative...

Catalogue: Global Diversity 2006

Author: Denh Dip

May 8, 2006

Gay subculture

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase.It presents a significant opportunity to marketers to enter a new segment in itself, quite apart...

Catalogue: Global Diversity 2006

Author: Cliff van Wyk

May 8, 2006

Powerful brands

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process. Using a model based on universal archetypal needs driving human behaviour the authors show how marketers can go...

Catalogue: Brandmatters 2006

Authors: Andrea Wilson, Roz Calder

Companies: NeedScope International Ltd., KANTAR TNS Malaysia

February 8, 2006