Resources Library by ANA

How fans become future shapers of an ice-cream brand

Stimulated by the rise of social media, 'conversational marketing' techniques have gained tremendous importance - a paradigm shift in the way we think about marketing and marketing communications. The empowered consumer now has the power to market a...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts

Authors: Tom De Ruyck, Stephan Ludwig, Martijn van Kesteren, Niels Schillewaert

Companies: InSites Consulting, Unilever

November 18, 2010

Integrating word of mouth into consumer centric measurement

This paper addresses the incorporation of Word of Mouth (WOM) measurement into the TouchPoints multi-media database. It allows investigation of the most effective means of reaching groups to effectively schedule paid and owned media to drive earned...

Catalogue: WM3 2010: Your Audience = Media Consumer + Generator

Authors: Lynne Robinson, Ed Keller

October 21, 2010

Don't take action based on this paper

What's UP? Ever thought about UP; Why you speak up in meetings when a hot topic comes UP but at other times you shut UP, make up excuses, so as not to stir UP trouble? And is your communication more like researchers walk into a bar... or rather...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Maya Bourdeau, Jiao Zhang, Omar Mahmoud

September 15, 2010

'There must be some way out of here' said the joker to the thief

Storytelling in business is going through a renaissance. In the last few years there has been a surge in the demand for storytelling and storytellers. Cultivating the ability to communicate effectively is one of the biggest challenges facing business...

Catalogue: Congress 2010: The Changing Face Of Market Research

Authors: Patrick Young, David Smith

Company: DVL Smith Ltd

September 15, 2010

Listening to the sounds of silence

In research we base much of our analysis on consumer articulations but do not pay adequate attention to their silences and what they leave unsaid. Especially in eastern cultures where language is layered and subtle, silence is often used to convey...

Catalogue: Asia Pacific 2010: Eyes on Asia

Author: Shobha Prasad

Company: Drshti Strategic Research Service pvt. Ltd.

April 20, 2010

If you got it, you flaunt it

This presentation is based on the work carried out on the development of the Unilever Global Deodorant Team Insight Portal. The presentation suggests ways in which insight can be communicated more effectively, introduces the concepts of insight...

Catalogue: Qualitative 2009: The Evolving Human

Authors: David Cousino, Jon Cohen

Companies: Unilever, DigitalPeople

November 19, 2009

Integrating research in crisis management decision-making

Over the last 24 months, three publicly traded, North American companies (Menu Foods, Matteland Maple Leaf Foods) have provided researchers and practitioners with ample evidence that the most valuable crisis management and communications responses...

Catalogue: Congress 2009: Leading The Way

Authors: Terence Flynn, Christian Bourque

Company: Leger

September 22, 2009

Advertising in times of crisis

What is the right way to advertise in times of crisis? What changes compared to normal times? What must be said, and how? What kind of stories have to be told, so as to connect to a worried consumer? The presentation addresses these questions by a...

Catalogue: Congress 2009: Leading The Way

Author: Joseph Sassoon

Company: Alphabet Sas

September 21, 2009

Darwin or lose?

Darwinism is relevant to Marketing Science as far as emotions are concerned. Biological and evolutionary thinking explain why universal emotions take place and how they affect our daily lives. Being aware of emotions is more relevant than ever during...

Catalogue: Congress 2009: Leading The Way

Author: Miquel Pardina

September 21, 2009