Resources Library by ANA

Predicting the future principles for forecasting almost anything

Market researchers should reapply principles and practices from other domains in order to address the many challenges they face in their own businesses.This paper illustrates the diverse range of forecasting practices in use across a broad range of...

Catalogue: Congress 2006: Foresight

Authors: Omar Mahmoud, Vinay Ahuja

Company: Procter & Gamble

September 17, 2006

Aspiration and value

The paper describes the birth of a new research methodology developed by Reperes with their client Moet Hennessy.It follows the development of an original research approach for measuring the equity of a brand and that helps marketers steer its future...

Catalogue: Congress 2006: Foresight

Authors: Catherine Genter, Anne Quénelle, Marie Juan-Lallier, François Abiven, Sandrine McClure

Company: Reperes

September 17, 2006

Playing the egg game

This paper describes how Egg measures the customer experience across key moments of truth in the customer lifecycle.The authors demonstrate the correlation of agreement with value statements to customer satisfaction within key business functions and...

Catalogue: Congress 2006: Foresight

Authors: Gary Schwartz, John Jennick

Company: EGG Research & Consultancy Ltd.

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

Sonic semiotics

Semiotic analyses have generally privileged visual over aural signs.This paper seeks to extend the boundaries of semiotics by recognising that sound and music also function as signs in culture and advertising. Music pushes powerful emotional buttons...

Catalogue: Congress 2006: Foresight

Authors: Alex Gordon, Chris Arning

Company: Flamingo

September 17, 2006

Towards better predictive programming

The authors argue that most predictive research methodologies are geared at reducing the number of variables needed for modeling and looking for direct causal relations.However, taking less direct causal elements into consideration and generating a...

Catalogue: Congress 2006: Foresight

Authors: Philip De Wulf, Mihir Warty, Emmanuel Verhagen

Companies: Ipsos MRBI, British Broadcasting Corporation (BBC)

September 17, 2006

Cognitive neuroscience, marketing and research

This paper addresses what cognitive neuroscience really means for marketing, assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research. Academic scientist perspectives are combined with marketing research...

Catalogue: Congress 2006: Foresight

Authors: Jane Raymond, Graham Page

September 17, 2006

Truly, madly, deeply

This paper examines how an ethnography study in two countries (USA and UK) helped a top 10 global pharmaceutical company radically revise how it thought about a medical condition and how clinical trials could be conducted differently by better...

Catalogue: Congress 2006: Foresight

Authors: Neil McPhee, Graeme Chrystal

Company: Zaicom Research Plus Limited

September 17, 2006

Foresight semiotics

This paper focuses on a project carried out for Procter & Gamble by marketing semiotics agency Space Doctors to develop a new model of the acculturation process in the U.S. Hispanic market. The U.S. Hispanic culture today embodies a shift towards...

Catalogue: Congress 2006: Foresight

Author: Marina Anderson

Companies: Procter & Gamble, Space Doctors Ltd

September 17, 2006