Resources Library by ANA

I sleep with my mobile

Insights about media awareness are by-products of reasoning about online social networks (SNs) focusing on brands or target communities, helping in strategy decision-making on publishing business advertisement and preventing rumor and the spread of...

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Authors: Alexandre Crivellaro, Celina Maki Takemura

Company: IBOPE Inteligencia

February 11, 2009

It's engagement, but is it research?

The research industry is constantly looking to develop more techniques and approaches to try and get closer to the truth and to generate insight. Our argument is that even when we use a great technique the truth that it is trying to communicate can...

Catalogue: Qualitative 2008: Consumer Choice

Author: Alex Johnston

Company: Jigsaw Research

November 20, 2008

Social graph theories

Has the monopoly of traditional population segmentation criteria and sampling methods come to an end? Can demographics (employment, age, sex, ethnicity, etc) or behavioural (consumption and cultural habits) criteria be replaced by new "community...

Catalogue: Congress 2008: Frontiers

Authors: Anthony Hamelle, Guilhem Fouetillou

Company: Linkfluence

September 26, 2008

Storytelling with international millionaires

This paper is the story of how UBS, their global advertising agency Publicis and Spring looked at the rarefied world of High Net Worth Individuals, using innovative storytelling research to understand the key relationship dynamics that drove them....

Catalogue: Congress 2008: Frontiers

Authors: Sarah Hamburger, Patricia Lawry

September 26, 2008

How Disney bridges the multi-cultural divide

Disney sought to solidify its cultural relevancy and apply proven methods to hardwire the voices of their African American guests into the very fabric of their resorts. In 2006 after launching the Ebony Perspectives Community, a small, private, and...

Catalogue: Congress 2008: Frontiers

Authors: Paul Caswell, Manila Austin

Companies: Communispace Corporation, The Walt Disney Company

September 26, 2008

Real insights

What kind of research is suitable for collecting real insights about media usage in the changing media world? The 'Day in the Life' approach is helpful to track communication behaviour in the daily life of media users. A consumer centric perspective...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Author: Dirk Engel

June 1, 2008

Closing the offline/online gap

Understanding the customer is one of the biggest challenges a marketer faces in his / her daily work life. A thorough understanding of the customer is the basis for a positive interaction. The starting points for the project approach described in...

Catalogue: Automotive 2008

Authors: Marc Drüner, Hendric Halley

March 3, 2008

A matter of belief

Differentiating own product from competitors is a classic demand for marketing. In the past, healthcare marketing had the privilege of being able to build on sound functional differentiations between products based on unique modes of action and...

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Patricia Blau, Sigrid Schmid

February 6, 2008

Let the product talk

at LVMH, Product insight has successfully contributed to several types of problematics. two will now being explained: the launch of a new fragrance (Pucci for women) where the brief is to try and understand which juice should be chosen to meet best...

Catalogue: Fragrance 2007

Authors: Evelyne Rédier, Sandrine McClure

Company: Reperes

November 14, 2007