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Research papers

A Brand-New Area of Insights Reflected by the Behavioural Data of 2.5 Million Internet Users

Now, let's explore the search word analysis based on the exclusive data of VALUES Inc. with approximately2.5 million Japanese consumers. Search words help us to visualise various user insights hardly reflected intraditional research methods. The...

Catalogue: Congress 2022: 75th Anniversary
Authors: Licaco Tanaka, Akiko Koyasu
Companies: VALUES, Inc.,
September 23, 2022
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Citation

Tanaka and Koyasu (2022a, September 23). A Brand-New Area of Insights Reflected by the Behavioural Data of 2.5 Million Internet Users. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/a-brand-new-area-of-insights-reflected-by-the-behavioural-data-of-2-5-million-internet-users


Videos

Becoming a World's First! Making Carbon Neutrality a Reality

Maple Leaf Foods (MLF), Canada?s largest prepared meats and poultry producer, is on a mission to be the mostsustainable protein company on Earth; but how should they communicate this? What messages and claimswould be relevant and believable to...

Catalogue: Congress 2022: 75th Anniversary
Author:
September 23, 2022
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Citation

(2022a, September 23). Becoming a World's First! Making Carbon Neutrality a Reality. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/becoming-a-world-s-first-making-carbon-neutrality-a-reality-11976


Videos

Sounds with Soul

In its visceral form, the purpose of advertising is to raise awareness of a brand or product and to achievesales. But brands are not created to be flavours of a season. Strong brands outlive generations bycontinuously evolving and remaining relevant....

Catalogue: Congress 2022: 75th Anniversary
Author:
September 23, 2022
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Citation

(2022a, September 23). Sounds with Soul. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/sounds-with-soul-11960


Research papers

The End of Dinosaur Advertising: Measuring Brand Effects Today

Marketeers are challenged to choose the right methods to quantify the long-term impact of brand on sales.In this paper Nepa, together with IKEA Canada, explores how marketing mix modelling (MMM) analysis canbe improved to incorporate long-term media...

Catalogue: Congress 2022: 75th Anniversary
Authors: Brinda Mathew, Kalle Backlund, Svetlana Kosoleva
Companies: Nepa Sweden, Ikea
September 23, 2022
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Citation

Mathew, Backlund and Kosoleva (2022a, September 23). The End of Dinosaur Advertising: Measuring Brand Effects Today. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/the-end-of-dinosaur-advertising-measuring-brand-effects-today


Videos
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Citation

(2022a, September 23). Delivering Inclusion in Research . ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/delivering-inclusion-in-research-


Videos
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Citation

(2022a, September 23). Panel Discussion: Agile Insight Transformation. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/panel-discussion-agile-insight-transformation


Videos
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Citation

(2022a, September 23). Discussion: Are playful surveys just fun and games?. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/discussion-are-playful-surveys-just-fun-and-games-


Videos
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Citation

(2022a, September 23). Freedom to Publish: Who?s Afraid of Opinion Polls?. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/freedom-to-publish-who-s-afraid-of-opinion-polls-


Videos

Embracing the Avalanche of Change

Predicting, particularly when it is about the future, is difficult; This was the rather quizzical comment oncemade by Nobel Laureate Niels Bohr. In our world, which is experiencing greater volatility, uncertainty,complexity and ambiguity (?VUCA?),...

Catalogue: Congress 2022: 75th Anniversary
Author:
September 23, 2022
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Citation

(2022a, September 23). Embracing the Avalanche of Change. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/embracing-the-avalanche-of-change-11979