Resources Library by ANA

Brand equity 2010

The author recently conducted an online survey to better understand the views of U.S. and U.K. media and marketing research professionals as they relate to the quality and salience of research resources they use in making day-to-day media selection,...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Author: Craig T. Gugel

December 3, 2003

Every grey cloud has a silver lining

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group.They can be segmented based on their need to control...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Vanesse van Eeghen, Liesbeth Gerritsen

Companies: MARE, Ogilvy

November 5, 2003

Focus group research: A misunderstood history

The presentation traces the origination and development of focus groups from the methods beginning in 1941 at the hands of Robert Merton of Columbia University, New York.Attention is given to the intellectual ethos from within which focus groups...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Author: David E. Morrison

November 5, 2003

Looking from both sides of the fence...

This papers provides a dialogue which gives conference attendees the chance to have an inside view on the two sides of qualitative research - practitioner and client. The paper explores the key to the challenges involved, talks to other senior...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Lee Ryan, Ariane Burgess

November 5, 2003

Silence behind the mirror

These two presenters are probably among those very few who can allow themselves to converse openly about the efficacy of using research and, in particular, qualitative research by clients. The reason is the 12-year-old unbroken partnership of the two...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Marta Hoffmann, Gábor Lajtos

Companies: Unilever, KANTAR TNS Malaysia

November 5, 2003

Once upon a time there was a brand

This presentation considers the power and importance of brand and advertising stories in generating a marketplace in which we all want to participate.After all, the marketplace itself is a matrix of stories, a delicate fabric of dreams held together...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Lucia Rolli, Fiona Jack

Company: Green Light International

November 5, 2003

The 'true' inner self

This paper describes our attempt to understand the respondent's 'true' inner self during qualitative research in Mexico. The essay begins with a short review of a number of key respondent biases associated with traditional qualitative focus groups....

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Carol Culebro Stewart, Jorge Cherbosque, Amy Routhier, Michael Francesco Alioto

Company: RDA Group, INC

November 5, 2003

The pursuit of luxury - bling-bling VS. savoir faire

Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes. This paper aims to outline how a bricolage approach using creative methodologies can help understand these changing dynamics, and how...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Steve Hales, Alexander Maule

Company: Ipsos MRBI

November 5, 2003

Euromale

In 1999 a study asked men around Europe what they thought of their lives: their jobs, their partners, their kids, their friends, women, sex, and advertising? How did this differ by age from 21-65 years? How did it differ by country between the United...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Christene McCauley, Nick Johnson

Company: Diageo

November 5, 2003