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Research papers

Trends change, motivations do not

How to build age-less marketing campaigns that are relevant to the consumers? Revealing the impact of 'motivations' on sales in the brand echoverse using linguistic inquiry and machine learning.

Catalogue: Fusion 2019
Authors: Ezgi Akpinar, Serkan Ceran, Ilker Sermen, Merve Yigit Yontar
Companies: Ipsos MRBI, The Coca-Cola Company
November 10, 2019
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Citation

Akpinar, Ceran, Sermen and Yontar (2019a, November 10). Trends change, motivations do not. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/trends-change-motivations-do-not


Research papers

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 April 25, 2024, from


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


Research papers

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 April 25, 2024, from


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


Research papers

Quick qual manifesto

From ethnography to rapid ethnography to insights sprints, it seems like there is a constant request for faster results. How can we tackle this without compromising the essence of user-centered design? Quick Qual Manifesto aims to explain how.

Catalogue: Fusion 2019
Authors: Nasly Liliana Galindo Quiroga, Gabriel Escalante
Company: INSITUM
November 10, 2019
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Citation

Galindo Quiroga and Escalante (2019a, November 10). Quick qual manifesto. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/quick-qual-manifesto


Videos

iFactor

Using CRM data to harness clients' irritating experiences feedback thanks to machine learning enrich outcomes with a social data deep dive into customers' pain points and related emotions.

Catalogue: Fusion 2019
Authors: Charlotte Zaepfel, Mathilde Guinaudeau
Company: Ipsos MRBI
November 10, 2019
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Citation

Zaepfel and Guinaudeau (2019a, November 10). iFactor. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/ifactor-10852


Videos

The big debate: Is social intelligence part of the insights function?

Panel discussion on Social Intelligence moderated by Michalis Michael.Panelists: Joaquim Bretcha (International Director of Netquest and ESOMAR President), Kyle Findlay (Senior Data Science Director of Kantar South Africa) and Tamara Lucas...

Catalogue: Fusion 2019
Authors: Joaquim Bretcha, Kyle Findlay, Michalis Michael, Tamara Lucas
Companies: DigitalMR Ltd, Netquest, Convosphere, Kantar
November 10, 2019
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Citation

Bretcha, Findlay, Michael and Lucas (2019a, November 10). The big debate: Is social intelligence part of the insights function?. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-big-debate-is-social-intelligence-part-of-the-insights-function-


Videos

Fighting negativity

The world is obsessed with negativity. The cause can be found in the way the human brain is programmed. People have a natural brain alarm that is prone to short-term thinking and groupthink and has a sensitive antenna for danger. In 'fighting...

Catalogue: Fusion 2019
Authors: James Whelligan, Rijn Vogelaar
November 10, 2019
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Citation

Whelligan and Vogelaar (2019a, November 10). Fighting negativity. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/fighting-negativity


Videos

Quick qual manifesto

From ethnography to rapid ethnography to insights sprints, it seems like there is a constant request for faster results. How can we tackle this without compromising the essence of user-centered design? Quick Qual Manifesto aims to explain how.

Catalogue: Fusion 2019
Authors: Nasly Liliana Galindo Quiroga, Gabriel Escalante
Company: INSITUM
November 10, 2019
×

Citation

Galindo Quiroga and Escalante (2019a, November 10). Quick qual manifesto. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/quick-qual-manifesto-10870


Research papers

Is it possible to predict human decision-making?

Using qual and quant to understand why consumers really make decisions, not why you think they do.

Catalogue: Fusion 2019
Authors: Nina Kanin, Zehra Odunayo
Company: Streetbees
November 10, 2019
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Citation

Kanin and Odunayo (2019a, November 10). Is it possible to predict human decision-making?. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/is-it-possible-to-predict-human-decision-making-