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Research papers

Winning the lottery!

We all love and use buzz words. Such as data driven marketing, big data and 360° customer insights. But what do they really mean? How do you put them in practice? The Belgian National Lottery put it all in action by blending different data...

Catalogue: Fusion 2019
Authors: Nicole Huyghe, Marthe Gruloos
Company: Boobook
November 10, 2019
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Citation

Huyghe and Gruloos (2019a, November 10). Winning the lottery!. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/winning-the-lottery-


Videos

Enabling digital transformation

Market research's digital transformation takes more than new data and tools, but also requires motivating and enabling people to work differently.

Catalogue: Fusion 2019
Authors: Jeffrey Mercer, Marian Anderson
Company: Microsoft
November 10, 2019
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Citation

Mercer and Anderson (2019a, November 10). Enabling digital transformation. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/enabling-digital-transformation-10856


Videos

The alchemical marriage of Big Data and Qual

This presentation talks about the hybrid approach combining big data analytics and qualitative research - with a special spotlight on Kenya and Ethiopia.

Catalogue: Fusion 2019
Authors: Victor Ikawa, Sergey Sheykhetov
Companies: Safaricom, Kantar
November 10, 2019
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Citation

Ikawa and Sheykhetov (2019a, November 10). The alchemical marriage of Big Data and Qual. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-alchemical-marriage-of-big-data-and-qual-10859


Case studies

Impact not to be sniffed at: How one study changed the global culture of fragrance

A case study that shows how IFF - a fragrance company - used ethnography to start making products for the first time...with products hitting the shelf in Oct 2019.

Catalogue: Fusion 2019
Authors: Katell Maguet, Oliver Sweet
Companies: Ipsos MRBI, International Flavors & Fragrances (IFF)
November 10, 2019
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Citation

Maguet and Sweet (2019a, November 10). Impact not to be sniffed at: How one study changed the global culture of fragrance. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/impact-not-to-be-sniffed-at-how-one-study-changed-the-global-culture-of-fragrance


Research papers

Fusion Forward

Reduced cost by 30%, increased impact and scope by 200% while working in a market undergoing huge foundational change.

Catalogue: Fusion 2019
Author: Barry Jennings
Company: Microsoft
November 10, 2019
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Citation

Jennings, B. (2019a, November 10). Fusion Forward. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/fusion-forward


Videos

Flocks: Unpicking communities on Twitter

In the first study of its kind we explore the digital communities forming on Twitter that live alongside IRL communities, unpicking the fabric of UK Twitter to learn how they form, grow & thrive and their value to Twitter as a service & a...

Catalogue: Fusion 2019
Authors: Rob Sanders, Peter Laflin
Companies: Twitter, Join the Dots InSites Consulting, Jaywing
November 10, 2019
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Citation

Sanders and Laflin (2019a, November 10). Flocks: Unpicking communities on Twitter. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/flocks-unpicking-communities-on-twitter-10858


Videos

Using the real behaviour behind Big Data to improve participant quality

We'll look at the psychology behind technology to show how big data is used to get closer to people's real behaviour. Brands use the wealth of information in digital footprints to reach consumers - we can use it to find the best people for research.

Catalogue: Fusion 2019
Authors: Hugh Carling, Patrick Fagan
Company: Liveminds
November 10, 2019
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Citation

Carling and Fagan (2019a, November 10). Using the real behaviour behind Big Data to improve participant quality. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/using-the-real-behaviour-behind-big-data-to-improve-participant-quality-10865


Videos

Building a bridge between UX and analysts

Striking meaningful conversations with analytics. In companies where analytics resources are scarce, how can user researchers start to have meaningful conversations with analysts in order to work on impactful research together?

Catalogue: Fusion 2019
Author: Paula Herrera
Company: GetYourGuide
November 10, 2019
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Citation

Herrera, P. (2019a, November 10). Building a bridge between UX and analysts. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/building-a-bridge-between-ux-and-analysts-10866


Research papers

Reading the tea leaves

Do you want to foresee the future? Then, why not create it? We'll show how we access to ideas/ images of the future that are 'submerged' deep in consumers' mind and weave them into a compelling story for brands to realise their desirable future.

Catalogue: Fusion 2019
Authors: Akiko Hoshi, Rumiko Ayusawa, Haruka Sugino
Company: INTAGE HOLDINGS Inc.
November 10, 2019
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Citation

Hoshi, Ayusawa and Sugino (2019a, November 10). Reading the tea leaves. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/reading-the-tea-leaves