Resources Library by ANA

Quick and relevant

In the everyday life of a marketing department fast decisions must be made, even if important information is missing. To fill this lack of information it is often useful to accomplish ad-hoc studies. But the structure of market research departments...

Catalogue: Qualitative 2007

Author: Dirk Engel

November 12, 2007

Stop asking questions

The challenge for MR is to deliver the insight needed to make the right management decisions. The basic MR tool is asking questions, analysing the answers through statistics and/or interpretation and deriving meaning from this analysis; however, this...

Catalogue: Congress 2007: Excellence

Authors: Dave Snowden, Jochum Stienstra

September 19, 2007

Scalpel or hand grenade?

The market research industry spends a great deal of time and effort to understand how their clients' consumers make decisions what needs their clients' products satisfy, what choices consumers make versus their clients' competitors, how communication...

Catalogue: Congress 2007: Excellence

Authors: Subhransu Rout, Sangeeta Gupta

September 19, 2007

Decision-makers' guide: The 12 killer questions

The guide takes the form of a hierarchy of twelve questions, through which we would recommend decision-makers work in order to arrive at an informed view of the robustness of the consumer evidence they are using for decision-making.

Catalogue: ESOMAR Codes And Guidelines

Authors: David Smith, ESOMAR B.V.

June 15, 2007

Consumer attitudes and behaviours

Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This presentation explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for consumer research and marketing. Consumer...

Catalogue: Consumer Insights 2007

Authors: Julian Kenway, Jonathan Fletcher

Company: Illuminas

May 7, 2007

Overnight sensations, or long-term feelings?

Market research in general, and in the Telecoms sector not least of all, tends towards the rational and the linear, assuming that the market is consciously aware of what it does and why it does it, and that simply by asking the question, it will...

Catalogue: Telecom 2006

Author: Neil McPhee

October 8, 2006

How to be a future shock absorber

This paper highlights the way a more strategic approach to marketing intelligence can dramatically improve ability to predict the future. The professional marketing intelligence team (both the client and agency side) need to apply critical market and...

Catalogue: Congress 2006: Foresight

Authors: John Marinopoulos, David Smith

September 17, 2006

Snakes and ladders marketing

The paper introduces the concept of Snakes and Ladders marketing, the new way of viewing decision-making that replaces the old model of the purchase funnel.We move from a rationalised world to one where emotions, impulses and great communications...

Catalogue: Congress 2006: Foresight

Author: Stephen Phillips

September 17, 2006

Before the after-shock

Foresight and intuition are interlinked. This paper posits that foresight and prediction are a function of good and intuitive thinking on the part of researchers and research buyers.Intuition is our 'adaptive unconscious'. All of us have this...

Catalogue: Congress 2006: Foresight

Author: Anumita Sharma

September 17, 2006