Resources Library by ANA

Think big and connect to the Max

PepsiCo wanted to (re)connect the Ruffles brand with Turkish youngsters. For six weeks a market research online community (MROC) was the central hub in which a dialogue took place between Gen Y, the Ruffles brand team and the advertising agency. In...

Catalogue: Congress 2013: Think Big

Authors: Annelies Verhaeghe, Erkan Balkan, Joeri Van den Bergh, Tom De Ruyck

Company: InSites Consulting

June 15, 2013

Targeting ethnic minorities

In recent decades, our societies have grown more diverse and multicultural. Reaching minority consumers has emerged as a priority for marketing, and specific targeting strategies have appeared. For instance, advertisers often attempt to approach...

Catalogue: Congress 2013: Think Big

Author: Anne-Sophie Lenoir

June 15, 2013

Welcome to CEE Forum 2014

Introduction speech from Alina Serbanica, ESOMAR representative for Romania.

Catalogue: CEE Research Forum 2014: East Connection

Author: Alina Serbanica

June 15, 2013

Games for research

In this advanced Games for Research playshop, Betty will steer away from ‘gamification’ and allow delegates to understand the use of fully immersive research games that use semiotics, avatars, linguistics, music/sound effects, consumer...

Catalogue: CEE Research Forum 2014: East Connection

Author: Betty Adamou

June 15, 2013

Measuring up

It’s been said that goldfish have an attention span of only a few seconds and that human beings are swiftly swimming down the same path. For market researchers, this trend must be addressed from multiple angles in order to continue garnering...

Catalogue: Congress 2013: Think Big

Authors: Kristin Luck, Aaron Jue

Company: Decipher, Inc.

June 15, 2013

Old meets new

Markets are becoming global and there is a need to develop products that easily convey information across cultures. By combining techniques from different fields (psychology, marketing, neuroscience and behaviour science) it is possible to develop a...

Catalogue: Congress 2013: Think Big

Authors: Alejandro Salgado-Montejo, Carlos Velasco, Charles Spence, Sebastián Olier, Milena Sabogal Uribe

June 15, 2013

Qualitative data, integrative frameworks, and the prospect of strategic impact

The qualitative data landscape has shifted considerably. The relevance of traditional forms of qualitative research seems to be in decline; e.g., a number of large and leading client companies are moving to reduce or eliminate focus groups. At the...

Catalogue: Qualitative 2013: Brilliant Transformations

Author: Jeffrey Hunter

June 15, 2013

Recreating AlaTurca

In order to achieve radical innovation, companies require an increasingly deep understanding of consumers’ wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses...

Catalogue: Qualitative 2013: Brilliant Transformations

Authors: Pieter Desmet, Steven Fokkinga, Erkan Balkan, Eapen George, Deger Ozkaramanli

June 15, 2013

Digitised city

The main goal of the research in this presentation was to determine the effectiveness of particular types of OOH ad and the impact of these ads on the parameters of advertised brands. The test consisted of two parts: a city tour accomplished in a...

Catalogue: CEE Research Forum 2014: East Connection

Authors: Bartosz Baranski, Marek Biskup

Company: KANTAR TNS Malaysia

June 15, 2013