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Research papers

Finding and communicating the story in the data

Most people now agree that storytelling is the key to communicating market research insight and that the target is to create impact. However, there is much less agreement and material about the problem of how to find the story in the data. Some...

Catalogue: Asia Pacific 2016: Get Connected!
Author: Ray Poynter
May 19, 2016
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Citation

Poynter, R. (2016a, May 19). Finding and communicating the story in the data. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/finding-and-communicating-the-story-in-the-data-8645


Research papers

Understanding women

51% of people in the world are women, but Baileys is the only brand in Diageo’s portfolio that recognises them as a consumer. It was time for a new perspective and Diageo came to us to help them open their eyes to what women really want...

Catalogue: Congress 2015: Revelations
Authors: Christene McCauley, Izzy Pugh
October 1, 2015
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Citation

McCauley and Pugh (2015a, October 01). Understanding women. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/understanding-women-8596


Research papers

1 eureka moment, 2 famous ads, 3 reaps the rewards

How 3 did it:If brands come readily to mind Then profit won’t be far behind All round the world, the rule’s the same Your only objective–AIM FOR FAME When your brand needs that fame ignition You can’t rely upon cognition...

Catalogue: Congress 2015: Revelations
Authors: John Kearon, Tom Malleschitz
October 1, 2015
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Citation

Kearon and Malleschitz (2015a, October 01). 1 eureka moment, 2 famous ads, 3 reaps the rewards . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/1-eureka-moment-2-famous-ads-3-reaps-the-rewards-


Research papers

100 days in our energy

On April 16th 2012, almost 20 years after it was privatised, the government recovered YPF, the national fuel and hydrocarbon company. The change of hands had strong political, social and market impact, as well as within the company. The initial...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Andrés Krymer, Esteban Foulkes
June 15, 2015
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Citation

Krymer and Foulkes (2015a, June 15). 100 days in our energy. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/100-days-in-our-energy-


Research papers

The scope method

To whom do brands belong nowadays? Without a doubt, organizations have legal rights over brands, but the stewardship of the brand's destiny does not depend exclusively on the organization's will any longer: consumers and non-consumers - ultimately,...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Camila Holpert, Claudia Furniel
June 15, 2015
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Citation

Holpert and Furniel (2015a, June 15). The scope method. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-scope-method


Videos

1 eureka moment, 2 famous ads, 3 reaps the rewards

How 3 did it: If brands come readily to mind Then profit won’t be far behind All round the world, the rule’s the same Your only objective–AIM FOR FAME When your brand needs that fame ignition You can’t rely upon cognition Replace...

Catalogue: Congress 2015: Revelations
Authors: Tom Malleschitz, John Kearon
June 15, 2015
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Citation

Malleschitz and Kearon (2015a, June 15). 1 eureka moment, 2 famous ads, 3 reaps the rewards . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/1-eureka-moment-2-famous-ads-3-reaps-the-rewards--8385


Research papers

Detector

ESIKA, the leading brand in DS (Direct Selling) in several countries in LA and the largest of Belcorp´s brands, has been facing a more aggressive competitive environment in the past two years due to: 1) a proliferation of beauty brands in DS, and...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Sandra Bellina, José Antonio Balbin
June 15, 2015
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Citation

Bellina and Balbin (2015a, June 15). Detector. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/detector


Videos

Understanding women

51% of people in the world are women, but Baileys is the only brand in Diageo’s portfolio that recognises them as a consumer. It was time for a new perspective and Diageo came to us to help them open their eyes to what women really want...

Catalogue: Congress 2015: Revelations
Authors: Christene McCauley, Izzy Pugh
June 15, 2015
×

Citation

McCauley and Pugh (2015a, June 15). Understanding women. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/understanding-women


Research papers

The power of the oblique

Championing the oblique approach to insight socialisation, this presentation explores how Northstar and Jaguar Land Rover use innovative methods to ensure that research is truly heard and remembered. It looks at the power of interpretative...

Catalogue: Global Qualitative 2014: Research Renaissance
Authors: Rhiannon Price, Steve Hill
June 15, 2014
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Citation

Price and Hill (2014a, June 15). The power of the oblique . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-power-of-the-oblique-