Resources Library by ANA

Three sides to every story

Wearable cameras and now smart-glasses give market researchers more access into consumers’ lives, in a more cost-effective and unobtrusive way. The question for qualitative research is how can we help create understanding around the visual,...

Catalogue: Global Qualitative 2014: Research Renaissance

Author: Dianne Gardiner

November 18, 2014

Human beans

Have you become tired of the 150 attribute lists to segment consumers? Are you trying to determine what to do with all the BIG DATA floating around in social media? The consumer is documenting their lives and we can use this information to our...

Catalogue: Congress 2014: What Inspires?

Authors: Vanessa Oshima, Tobias Wacker

September 10, 2014

The beauty and the beast

As open as qualitative research is, it is hard to take a really good look with an open mind, without any presumptions. On top of that, for clients it is difficult to see their own hidden views, the prejudice-without-knowing. We present a narrative...

Catalogue: Qualitative 2013: Brilliant Transformations

Authors: Tibor van Bekkum, Jochum Stienstra

Company: Ferro Explore!

November 20, 2013

Money talks

This presentation illustrates how storytelling can unlock more transformational insight in an industry characterized by inflexibility, complexity and challenging relationships between brands and consumers and elevate beyond the very rational, logical...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Esther Garland, Riki Neill, Henrietta De Souza

Company: Face

September 13, 2012

The value of "yes and" for market research

Businesses are increasingly using design thinking as their innovation platform. Theatré based improv consists of short scenes usually constructed from a predetermined game, structure, or idea. Improv or improvisation skills and principles can...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope

Author: Lee Ryan

April 17, 2012

Spinning a yarn

This paper addresses some of the differences between older and younger brains and how they code information. It takes the reader on a journey of creative techniques that can help researchers move beyond rational claims and elicit deeper feelings that...

Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity

Author: Sarah Hamburger

March 20, 2011

Online action research

This paper should be seen as online 'action research' seeking to understand the impact of an intervention on an individualist rather than a macro policy level. This research turned participants into action researchers, enabling relevant and...

Catalogue: Online Research 2010: E-Universe

Author: Josephine Hansom

Company: GfK

October 19, 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

What women want

This presentation emphasizes the usefulness of narrative research in marketing, vividly illustrated by insights in women's perspectives on advertising. A new software application (SenseMaker), which brings narrative research to a higher level, is...

Catalogue: Qualitative 2009: The Evolving Human

Authors: Annelies Jansen, Wieke van der Borg

Company: Ferro Explore!

November 19, 2009