Resources Library by ANA

Synaesthesia

Current concepts of brands pay full attention to the rational and symbolic but often overlook their sensory, experiential or synaesthetic aspects. This paper helps open up this complex and fascinating topic by identifying the principles of...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Peter Cooper, Alan Branthwaite

Company: QRi Consulting Ltd.

November 10, 2002

From rags to riches

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep understanding into means of breaking ingrained...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Loula Zaklama, Mohamed Saada

Companies: RadaResearch & Public Relations Company, Procter & Gamble

September 22, 2002

Magazines

A media plan that uses magazines for advertising and targets opinion leaders can make use of two levers which involve interpersonal communication: the first is quantitative because opinion leaders are over-exposed to magazines and have more contacts...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Authors: Bruno Schumutz, Eric Vernette

June 13, 2002

Brand identity management in the context of global brands

A brand is a complex entity, and brand perception is the result of multiple interactions. The authors identify requirements for successfully managing and developing the assets of a global brand. Examples are used to point out significant evolutions...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Caroline Ollivier-Lamarque, Isabelle Herbert Collet, Marc Carpentier

Company: Danone

October 28, 2001

Similarity and diversity in European attitudes

This paper draws mainly from the vast amount of qualitative work done for the European Commission since 1986 to provide a better understanding of what Europeans are, how they view Europe and the European Union, and what research reveals more...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Daniel Debomy, Melanie Bortun, Thomas Glaser, Ruben Mohedano

Companies: OPTEM, Data Media Ltd.

October 28, 2001

Qualitative research and the Internet

Do not panic! The Internet does not mean that traditional qualitative approaches and techniques will suddenly be replaced or supplanted by unwelcome, lower-cost, lower-quality, inferior substitutes from the cyber-realm. Indeed, the Internet-fed...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Ray Poynter, Patricia Quigley

Company: KANTAR TNS Malaysia

October 28, 2001

The Euro 2002 information campaign

In the realm of advertising and communications, international research can be (and often is) criticized for only “skimming the surface” or taking the lowest common denominator when researching creative work – particularly when dealing...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Anna Moody, Amman Werner

October 28, 2001

Does the Internet really prevent kids from reading magazines?

Since the 1950s, the youth magazine Bravo has accompanied German kids through their adolescence, and is successfully present today on TV and the Internet. With our qualitative brand analysis, we intended to generate consumer insights beyond general...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Michael C. Epple, Adrian Weser

Company: Michael Bauer Research GmbH

October 28, 2001

Getting the board onside

While getting qualitative research into the boardroom of many organisations may be a challenge, the challenge is multiplied several-fold when the organisation is a major bank in the United Kingdom. This paper provides a case study of such a...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Martin Walls, Ken Parker

Companies: HSBC Holdings, Discovery Research Group

October 28, 2001