Resources Library by ANA

Together we build the future

The goal of this paper is to draw a blueprint for an enhanced and holistic approach on online community research. Both researchers and clients will cede control to participants and make use of new web technologies, in the different phases of the...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Niels Schillewaert, Jo Caudron, Tom De Ruyck

Company: InSites Consulting

November 20, 2008

Anticipation marketing

When the Apple Store opened in Sydney recently, eager patrons queued in the cold to be among the first to claim this iconic brand experience. When Grand Theft Auto 4 was launched, Ebay demand was already at a record high before the first products...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Ellen Baron, Paul Merrell, Kristin Hickey

Company: Ruby Cha Cha

November 20, 2008

The virtual sofa

Research conducted in the United States and Europe confirms that consumers are twice as receptive to communications while they are waiting (derval, 2007). this approach is called wait marketing, because consumers consider advertising in that specific...

Catalogue: Innovate 2008

Authors: Diana Derval, Mario Menti

Companies: GMI (Global Market Insite), DervalResearch

June 16, 2008

Digital consumer connections

Online communities offer many opportunities to involve consumers in the daily business of the marketer, and to use them as a source of inspiration instead of evaluation.In this paper, we will present a case study for Unilever's Rama Cremefine brand...

Catalogue: Qualitative 2007

Authors: Barbara du Perron, Anja Kischkat

Companies: MetrixLab, Unilever

November 12, 2007

Building a healthcare buzz

In this paper BuzzMetrics reviews findings from analyses of online consumer buzz for two sets of promising drug therapies.The therapies with pre-approval buzz experienced an enormous increase in discussion among relevant online communities versus...

Catalogue: Global Healthcare 2006

Author: Lydia Worthington

February 6, 2006

Weblogs and the quest for trendsetters

Trendsetters' habits and behavior form the mass culture and help forecast the overall tendencies of market development. This presentation reviews the methods of revealing and studying trendsetters.The presenter analyzes current approaches toward the...

Catalogue: Consumer Insights 2005

Author: Serguie Cheikhetov

November 15, 2005

How does a virtual brand community emerge?

This paper focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions.Based on a netnographic...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Abdelmajid Amine, Lionel Sitz

October 10, 2004

Anticipate - don't just react

This paper describes the development and validation of a trendsetter segmentation model which provides the measurement of willingness to innovate and the potential for interpersonal influence on basis of four validation studies possible. The new...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Bernad Batinic, Andera Gadeib

Company: Dialego AG

September 22, 2002

Online research alternatives

This paper provides an overview of how Time Inc. migrated from traditional mail/telephone surveys to online research in order to provide current and prospective advertisers with unique tools to obtain further insight into its reader base. The authors...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Authors: Caryn Klein, Kevin Lonnie

June 12, 2002