Resources Library by ANA

Interviewing children and young people

A considerable amount of survey research is carried out among children and young people for both economic and sociological purposes. This is a legitimate and valuable form of research but, as the ICC/ESOMAR International Code points out, it calls for...

Catalogue: ESOMAR Codes And Guidelines

Author: ESOMAR B.V.

June 15, 2010

Effective semiotic codes in adolescents

This presentation illustrates the relevance and strategic potential of semiotic analysis in market research and advertising, especially in the development of image, positioning and communication projects. Based on a syndicated research study...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Rosalba Olivella, Carlos Hernández

Company: Feed Back Profile S.A.

May 21, 2010

Even better than the real thing

The definition of 'brand authenticity' is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating their view on authenticity in the current postmodern...

Catalogue: Qualitative 2009: The Evolving Human

Authors: Dirk van Kemseke, Tom De Ruyck

Companies: InSites Consulting, Levi Strauss & Co.

November 19, 2009

Building youth brands in a youthful country

India today is a youthful country and all brands are trying to be young. In a context where 24 -45 years old are being targeted as youth, building brands for the real youth (15-24 years) needs a new framework. It needs research that can experience...

Catalogue: Asia Pacific 2009: Competing On A World Stage

Author: Dheeraj Sinha

Company: Bates CHI & Partners

April 7, 2009

Loser, hero or human being

A research without questions asked? The consumer in lead of moderation and analysis? Results in the form of consumer generated cartoons of archetypes and 200 consumer generated stories? Our presentation is exactly about this: a narrative project that...

Catalogue: Congress 2008: Frontiers

Authors: Wim van der Noort, Jochum Stienstra

Company: Ferro Explore!

September 26, 2008

Wee yet mighty: Latin America's kids

Children are direct consumers of a series of products, in addition to influencing the purchase of certain products and services consumed in their homes. The influence they exert or their consumption habits are not identical across the different...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Mónica La Madrid, Telma Urich

Company: Markwald La Madrid & Asociados

April 18, 2004

Even cowboys get the blues

This paper sets out to argue that the influence American culture exerts on (young adult) European consumers is showing signs of decline, as a result of a decline in the relevance of the values of the 'America Brand', as currently expressed. It...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: David Burrows, Sarah Castell

Company: Flamingo

November 10, 2002

Media under threat?

One difficulty in accurately predicting the media future through research is that most studies are conducted on the general population. It is well known that older generations are less willing to accept change and are least affected by it. We can...

Catalogue: ESOMAR/ARF WAM Conference 2002: Radio

Author: Sheila Byfield

Company: MindShare

June 14, 2002

Do u no wuzzup?

This paper argues that there is an emerging counter-culture brought about by new technology, embraced by young people, and excluding those that are older but who need to communicate with them. To help bridge the gap, the presentation looks at the...

Catalogue: ESOMAR Net Effects 5 2002

Author: Barbie Clarke

February 3, 2002