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Research papers

Riding the K-Wave

Korean entertainment (K-Wave) is surging in popularity worldwide, especially in Asian markets (Ju, 2010; Messerlin & Shin, 2013; Nam, 2013; Parc & Moon, 2013), prompting major media houses and content producers to invest in Korean content and...

Catalogue: Asia Pacific 2024
Authors: Alex Chen, Bipin Mundhwa, Julius Ng, Pranav Haldar
Company: Mediacorp
November 19, 2024
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Citation

Chen, Mundhwa, Ng and Haldar (2024a, November 19). Riding the K-Wave. ANA - ESOMAR. Retrieved October 25, 2025, from


https://ana.esomar.org/documents/riding-the-k-wave


Research papers

Feeling Our Way: Meaningfully Deciphering Feelings to Unlock Creativity

Research backgroundOur decisions are emotionally-driven. Emotion, whether understanding or evoking it, is vital to moving people, culture, markets and brands. We know that entertaining or confronting communications campaigns move people at scale, but...

Catalogue: Asia Pacific 2024
Authors: Matt Pearce, Colleen Ryan
Companies: DDB Group, TRA
November 19, 2024
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Citation

Pearce and Ryan (2024a, November 19). Feeling Our Way: Meaningfully Deciphering Feelings to Unlock Creativity. ANA - ESOMAR. Retrieved October 25, 2025, from


https://ana.esomar.org/documents/feeling-our-way-meaningfully-deciphering-feelings-to-unlock-creativity


Videos

Navigating the Shadows: Managing the Grey Market Challenge

The grey market is a pervasive aspect of e-commerce shopping but is a highly sensitive topic. Brands are reticent to provide the exact details of the size of this problem, impacts on specific products in key markets, as well as their own proprietary...

Catalogue: Asia Pacific 2024
Authors: Joanne Foo, Renee Editha Mendoza
November 19, 2024
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Citation

Foo and Mendoza (2024a, November 19). Navigating the Shadows: Managing the Grey Market Challenge . ANA - ESOMAR. Retrieved October 25, 2025, from


https://ana.esomar.org/documents/navigating-the-shadows-managing-the-grey-market-challenge--12714


Videos

Motivations as the Catalyst of Understanding Behaviour which Guides Experiences

We live in a world guided by experientialism; there is a movement from consumption of goods and traditional services towards the pursuit and enjoyment of memorable experiences. We see this shift in a more pronounced way in the post-COVID-19 world,...

Catalogue: Asia Pacific 2024
Authors: Debanjana Kapoor, Srinivasan Mohan
November 19, 2024
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Citation

Kapoor and Mohan (2024a, November 19). Motivations as the Catalyst of Understanding Behaviour which Guides Experiences. ANA - ESOMAR. Retrieved October 25, 2025, from


https://ana.esomar.org/documents/motivations-as-the-catalyst-of-understanding-behaviour-which-guides-experiences-12700


Videos

YES! It's Pitch Time

Hear BIG ideas, shared in only 60 seconds, from this year?s Young ESOMAR Society (YES!) Award finalists. There can only be one winner, so don't forget to vote!

Catalogue: Asia Pacific 2024
Author:
November 19, 2024
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Citation

(2024a, November 19). YES! It's Pitch Time. ANA - ESOMAR. Retrieved October 25, 2025, from


https://ana.esomar.org/documents/yes-it-s-pitch-time


Research papers

Re-igniting Brand Purpose via Fun with the Father in South India

In the vast and rich culinary landscape of India, which boasts internationally acclaimed dishes like biryani, chicken tikka and dosas, one brand has stood tall since its launch in the 1980s and managed to find a special place in the hearts and...

Catalogue: Asia Pacific 2024
Authors: Shilpa Gupta, Sandeep Dutta
Companies: Kantar, Nestle
November 19, 2024
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Citation

Gupta and Dutta (2024a, November 19). Re-igniting Brand Purpose via Fun with the Father in South India . ANA - ESOMAR. Retrieved October 25, 2025, from


https://ana.esomar.org/documents/re-igniting-brand-purpose-via-fun-with-the-father-in-south-india-


Videos

Riding the K-Wave

Korean entertainment (K-Wave) is surging in popularity worldwide, especially in Asian markets (Ju, 2010; Messerlin & Shin, 2013; Nam, 2013; Parc & Moon, 2013), prompting major media houses and content producers to invest in Korean content and...

Catalogue: Asia Pacific 2024
Authors: Alex Chen, Bipin Mundhwa, Julius Ng, Pranav Haldar
November 19, 2024
×

Citation

Chen, Mundhwa, Ng and Haldar (2024a, November 19). Riding the K-Wave. ANA - ESOMAR. Retrieved October 25, 2025, from


https://ana.esomar.org/documents/riding-the-k-wave-12695


Videos

The New Era of Innovation

Generative artificial intelligence (GenAI) is transforming nearly every industry, and new product development is no exception. From creating more realistic consumer personas (Smith & Johnson, 2020), to analysing vast amounts of data and to...

Catalogue: Asia Pacific 2024
Authors: Nikolai Reynolds, Jiongming Mu
November 19, 2024
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Citation

Reynolds and Mu (2024a, November 19). The New Era of Innovation. ANA - ESOMAR. Retrieved October 25, 2025, from


https://ana.esomar.org/documents/the-new-era-of-innovation-12688


Research papers

Motivations as the Catalyst of Understanding Behaviour which Guides Experiences

We live in a world guided by experientialism; there is a movement from consumption of goods and traditional services towards the pursuit and enjoyment of memorable experiences. We see this shift in a more pronounced way in the post-COVID-19 world,...

Catalogue: Asia Pacific 2024
Authors: Debanjana Kapoor, Srinivasan Mohan
Company: NielsenIQ
November 19, 2024
×

Citation

Kapoor and Mohan (2024a, November 19). Motivations as the Catalyst of Understanding Behaviour which Guides Experiences. ANA - ESOMAR. Retrieved October 25, 2025, from


https://ana.esomar.org/documents/motivations-as-the-catalyst-of-understanding-behaviour-which-guides-experiences