Resources Library by ANA

The Role of Research in Powering What Matters In DEI

The global events of the last few years have clearly had a tremendous impact on society, especially when it comesto recognising the wide array of diversity across the globe. Over the past few years, we have been challenged tothink about the way we...

Catalogue: Congress 2022: 75th Anniversary

Authors: Michaela Mora, Damion Taylor, Kerry Edelstein

Companies: Research Narrative, Relevant Insights, Prometheus Digital

September 23, 2022

The BBC Olympic flame

The London Olympic Games was the major global sporting event of 2012 with four million viewers expected for the opening ceremony. Social media now plays a prominent role in TV, and is key for brands, active in social media arenas, to understand how...

Catalogue: 3D Digital Dimensions 2012: (Online + Social Media + Mobile) Research

Authors: Dan Brilot, Andy Morris, Angharad Houlden, Anita Penn

Company: YouGov

November 6, 2012

Online anthropology

A new methodological approach- Online Anthropology- was applied to surface fresh understanding of customer behaviour in the cellular category. The approach revealed a key insight that enabled Sprint to turn a loss of 565,000 customers a quarter into...

Catalogue: Congress 2012: Accelerating Excellence

Author: Colin Utley

Company: MotiveQuest

September 13, 2012

Advocracy - Harnessing the power of the consumer

This paper illustrates a new and more robust model for advocacy in the multi-media age. Building upon previous models, the authors identify the different variables that create advocacy and show how to engage people at both the category and brand...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Stephen Phillips, Kate Willis

September 15, 2010

A holistic approach to the measurement of WOM

An holistic approach to the measurement of WOM and its impact on consumer's decisions.There is a growing recognition of the power of word of mouth. Join us for a stimulating session in which we'll share results from new research that takes a unique,...

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

Authors: Edward B. Keller, Barak Libai

Company: Engagement Labs

May 7, 2009

A-Ha

The ideas outlined in this paper will seek to improve the profitability, profile and value of market research agencies across Asia.The paper shows how the creation and management of online communities can move market research from being a cost centre...

Catalogue: Asia Pacific 2009: Competing On A World Stage

Author: Peter Harris

Company: Colmar Brunton

April 7, 2009

Measuring word of mouth

While still in its infancy, the practice of developing and implementing marketing strategies designed to leverage the power of personal recommendations on a grand scale holds great promise. This paper combines a discussion of the results from a...

Catalogue: Leisure 2006

Authors: Heather Magaw, Judy Melanson

October 8, 2006

Advancing the science of advocacy polling

This paper demonstrates how a campaign embracing advertising and advocacy polling was developed on behalf of the Greater London Council (the GLC) to combat the Government's attempts to abolish the GLC. The paper shows how research shifted from being...

Catalogue: Seminar 1986: Opinion Polls

Authors: Denis Robb, Tim Burns

June 15, 1986

Advocacy advertising as a strategy of corporate external communications

Advocacy advertising is a subset of corporate institutional advertising and is concerned with the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the position and interest of the...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: S. Prakash Sethi

June 15, 1981