Resources Library by ANA

Zalando: The journey from data to emotion

Zalando is a data-driven, successful online fashion platform. It traditionally relied on analytics and data-mining for market understanding; qualitative research was perceived as unreliable and expensive. While quantitative research was used to...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Authors: Sebastian Prassek, Anne Strauss

June 15, 2016

A tale for king and country

On 24 March 2016, one of the market researchers of the Dutch Tax and Customs Administration (the tax authority) was invited by the Dutch King to tell him about the insights gained on the Dutch citizens in relation to self-reliance and what that means...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Authors: Anke Bergmans, Jo van Kruchten, Arjen Van Ulden

June 15, 2016

Just married!

The biggest question of the content industry sounds really simple: what do we need to produce so people will pay for it? But if it would be this easy then the industry would not be in a permanent state of crisis. G+J - one of largest publishing...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Authors: Ilka Kuhagen, Daniel Fazekas

June 15, 2016

Stories from the fringe: The people strategy forgets

The most engaging stories are usually the ones whose characters live on the fringe, disrupting the norm and the expected.With this paper we showcase how by understanding the fringes you can magnify the trends and insights seen in the mainstream. How...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Authors: Peter Harrison, Vangelis Skouras, Ian Pierpoint

June 15, 2016

Welcome to the club

Objectivity is the human condition's main mechanism for deciphering the truth and our industry's golden rule. However, is the traditional paradigm of objectivity obstructing our ability to uncover real insight? This paper will show how cultural...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Authors: Steve Hill, Rhiannon Price

Company: Northstar Research

June 15, 2016

The river, the mud, the sieve, the gold

This presentation is of huge importance to the audience:-It is a pro-active tool, uncompromised research design-It is a subject of high societal impact (charity)-Unique: a narrative database for a domain, that can be used by singular brands within...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Author: Jochum Stienstra

Company: Ferro Explore!

June 15, 2016

China's mega-app as a storytelling medium

The widespread use of the phone app WeChat by Chinese consumers has created a unique form of digital communication in China.Psychologically, WeChat use has created a unique Chinese digital subjectivity - a WeChat behavioural mindset.Motivated to...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Author: Jerry Clode

June 15, 2016