Resources Library by ANA

Reality TV and the growth of ethnographic/qualitative research - coincidence or context?

All research and media exist by definition, like everything else, in context. The cultural shaping of (expectations) of methodologies, presentations, analytics, and values is not a surprise and while it is easy to deride the trivialisation brought...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Author: Neil McPhee

April 18, 2004

To know you is to love you

On the basis of a program instituted by Kraft Food to better understand consumer motivations, Kraft Foods Iberia conducted a survey for one of their core categories and main brands. Through buying behavior, the group of individuals that would help...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Maria Agui, Maria Fernández

April 18, 2004

A journey to the centre of the earth

More and more companies talk about the idea that putting people at the heart of their marketing is fundamental to the success of their business.Fewer admit how hard it is to get a grip on what really motivates consumers and on why people behave as...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Author: Nic Hall

April 18, 2004

Research World (April 2004)

Twenty providers that account for over 80% of the worldwide marketing research turnover, or even ten companies being responsible for over90% of global turnover in 2010, is this probable? The degree of concentration has already risen to this level in...

Catalogue: Research World 2004

Author: ESOMAR B.V.

April 1, 2004

Beyond SARS

SARS laid siege to the Greater China region (mainland China, Hong Kong and Taiwan) from late March to June 2003. When the spread of the disease accelerated at the end of March, both the public and governments alike appeared panic-stricken. A major...

Catalogue: Asia Pacific 2004

Author: Wander Meijer

Company: KANTAR TNS Malaysia

March 28, 2004

Evaluating soft brand advertising on television including product placement and in-program brand exposures

This paper reviews the paradigm shift in TV advertising from scheduled commercial breaks to the phenomenom of soft advertising. Product placement will become more prominent in the near future. Brands will come out of the ad breaks and invade the...

Catalogue: Asia Pacific 2004

Authors: Akash Chawla, Yogesh Shendye, Atul Phadnis

Company: TAM Media Research

March 28, 2004

Helping the clients succeed in China's B2B market

China is not only a huge fast-moving consumer goods market, but an industrial product market with enormous development potential as well. With the aim to better understand the B2B market situation in China and formulate proper marketing strategy,...

Catalogue: Asia Pacific 2004

Authors: Fred Bai, Guo Ping

March 28, 2004

The Kabuki dilemma

Contemporary brand building is no longer a one-way street where organizations vie for consumers' trust and action, but a dynamic, interactive process of conversation between brands, consumers and other stakeholders.Branding such knowledge assets...

Catalogue: Asia Pacific 2004

Authors: Shigeo Okazaki, Sean Corcoran, Shashank Tripathi

Company: Dentsu Macromill Insight

March 28, 2004

A virtual testing approach to improve new product success rates

Today much more knowledge about what it takes to create a successful new product is available, yet four out of five new products still fail. This paper examines some of the possible reasons for this 'lack of progress' and makes a case that challenges...

Catalogue: Asia Pacific 2004

Authors: Lionel Wang, Karl Irons, Henry Xin

Company: Market-Guide Consulting (China) Co., Ltd.

March 28, 2004