Research
Applying Neuroscience Research to Ad Effectiveness
Representatives from A&E Television Networks (AETN) and NeuroFocus, Inc. discussed the partnership between the two organizations, which allows AETN to use neuroscience technologies to track the impact of advertising on consumers.
What's Needed for Success in Market Research Today and in the Future?
A panel of market research recruiters and experts discussed the state of the market research industry today.
Landmark Study: The Economic Impact of Advertising Expenditures in the U.S.
This landmark study highlights the sales activity and the jobs created in the United States that are stimulated by advertising.
Cultureography, a New Dimension in Consumer Insight
Mark Wolf, director, market research at Guardian Life and chair of the ANA Research Committee, and John Krubski, chairman of the International Thought Leadership Council, discussed how research and cultureography can help brands gain consumer insights.
Cultureography, a New Dimension in Consumer Insight
Mark Wolf, director, market research at Guardian Life and chair of the ANA Research Committee, and John Krubski, chairman of the International Thought Leadership Council, discussed how research and cultureography can help brands gain consumer insights.
Research Roadmap for Developing a Successful Alternative Marketing Channel
Jeff Jensen, CEO of Vesta Green Marketing Solutions, demonstrated how a progressive research program facilitated and validated the development of an innovative one-to-one marketing channel for a desirable target audience.
Research Roadmap for Developing a Successful Alternative Marketing Channel
Jeff Jensen, CEO of Vesta Green Marketing Solutions, demonstrated how a progressive research program facilitated and validated the development of an innovative one-to-one marketing channel for a desirable target audience.
Using Segmentation to Drive Strategy Development and Execution
Annika Olson, principle at The Cambridge Group, discussed using segmentation to guide business strategy by helping marketers understand which consumers will generate profit and what those consumers demand.
Unilever and Nielsen Advertising Solutions
Tomas Emmers, consumer and market insights, director, Unilever, and Susan Lauinger, VP, account management, Nielsen Advertiser Solutions, discussed Nielsen IAG, a service which allows advertisers to measure real time audience engagement to advertising.
Introduction to Innerscope Research
Dr. Carl Marci, CEO and co-founder, Innerscope Research, Millie Carrasquillo, senior vice president of research, Telemundo, and Andrea Mulligan, consumer insights, Campbell Soup Company, outlined the principles and processes for how biometric research can measure the emotional engagement and impact of multicultural advertising.
Market Research: In Transition
Stacey Symonds, director, consumer insights, Orbitz Worldwide, explores the history and future of market research in the U.S. in this Insight Brief. A firsthand ANA member case study from Lands' End is also shared.
Eyes Wide Open, Wallet Half Shut
Graceann Bennett, managing partner, director, strategic planning, Ogilvy & Mather, and Manila Austin, director of research, Communispace, discussed the finding of a survey on the post-recession consumer.
Leveling the Playing Field for Magazines in the Marketing Mix Modeling: The Available Information Is Now up to the Task
Andrew Arthur, VP, market solutions at Mediamark Research & Intelligence (MRI), discussed a new syndicated product designed to improve the quality of magazine data for marketing mix modeling.
Optimizing Pricing Decisions
Ronald Baker, founder, VeraSage Institute, discussed how aligning price to the value a customer gets from a product can help marketers succeed.
Creating a Seat at the Table
Steve Cannon, vice president, marketing, Mercedes-Benz USA, discussed how Mercedes-Benz formed two online customer advisory councils and the impact that those groups have had on the brand.
Case Study: Delivery and Verification of Online Video Advertisements
Anthony Rushton, director, Telemetry, discussed how the benefits of adopting independent delivery and verification of online video advertising campaigns helped Reckitt Benckiser to become the largest online video advertiser in the world.
Marketing Accountability Starts with Media Buying
Manish Bhatt, vice president, MetLife, Jeff Milgroom, general manager, Nielsen, and Scott Simony, account executive, Google, discussed how direct marketing principles can be applied to TV advertising.
How Shoppers Are Coping with the Changing Economy
Sheila Lukaszewski, Kraft director of shopper insights, shared how the brand is making strategic shopping fun at a time when consumers are focused on being resourceful and finding value.
Listening and Leading: Managing Brands in the Age of Consumer Control
Pete Blackshaw, EVP, digital strategic services, Nielsen, shared a broad spectrum of digital trends impacting marketers today.
Using Segmentation to Drive Strategy Development and Execution
Annika Olson, principle at The Cambridge Group, discussed using segmentation to guide business strategy by helping marketers understand which consumers will generate profit and what those consumers demand.
