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Research papers

Stuck in Neutral

This paper challenges our perceptions of innovation and invites researchers to view consumers through a new lens. It argues we are not living in an age of innovation and that a plateau has likely been reached. It introduces the concept of an...

Catalogue: North America 2024 - Innovation
Author: Damian Loscher
Company: IPSOS
July 5, 2024
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Citation

Loscher, D. (2024a, July 05). Stuck in Neutral . ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/stuck-in-neutral-


Research papers

From Moments to Innovation: How Generative AI is Revolutionising Product Design

Concept co-creation is a resource-intensive process involving individuals comprised of marketers, product and package developers, stakeholders and consumers alike. Insights professionals leading co-creation efforts are challenged to build winning...

Catalogue: North America 2024 - Innovation
Authors: Dave Lundahl, Mimi Sherlock, Jenny O'Connor, Mark Stephens, Kristin Wright
Companies: IFF Nourish, InsightsNow
July 5, 2024
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Citation

Lundahl, Sherlock, O'Connor, Stephens and Wright (2024a, July 05). From Moments to Innovation: How Generative AI is Revolutionising Product Design. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/from-moments-to-innovation-how-generative-ai-is-revolutionising-product-design


Research papers

FutureLens

Our ambition to inspire food and nourish life is rooted in shaping the future. To achieve this, we must promote long-term thinking and foster a forward-looking culture at Kerry. Nevertheless, anticipating the future is a challenging endeavour,...

Catalogue: North America 2024 - Innovation
Authors: David Deeley, Christina Furlong, Meredith Smith
Company: Kerry Group
July 5, 2024
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Citation

Deeley, Furlong and Smith (2024a, July 05). FutureLens. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/futurelens


Research papers

The Science Behind the Creativity

The combination of storytelling with technology has enhanced the impact and reach of the entertainment industry on local, regional and global audiences. The transformation of the entertainment industry has been driven by the emergence of emerging...

Catalogue: North America 2024 - Innovation
Author: Itzel Abigail Rivera Suarez
Company: Warner Bros
July 5, 2024
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Citation

Rivera Suarez, I. (2024a, July 05). The Science Behind the Creativity. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-science-behind-the-creativity


Research papers

Is Reality a Hallucination?

The human brain is truly a complex machine. Through rigorous testing and observation, scientists have begun to map neural connections and cognitive processes required to complete certain tasks. How humans respond to survey questions has been the...

Catalogue: North America 2024 - Innovation
Authors: Frank Pica, Michael Wright, Enes Gokce, Michael Nestrud
Company: Native AI
July 5, 2024
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Citation

Pica, Wright, Gokce and Nestrud (2024a, July 05). Is Reality a Hallucination?. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/is-reality-a-hallucination-


Research papers

Voicing the New Global Immigrant Realities

Underserved consumersBrands are not connecting with the fastest growing group of consumers in Canada and the US who are foreign-born and less understood or celebrated.

Catalogue: North America 2024 - Innovation
Authors: Arundati Dandapani, Nancy Deng
Companies: Procter & Gamble, Generation1.ca
July 5, 2024
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Citation

Dandapani and Deng (2024a, July 05). Voicing the New Global Immigrant Realities . ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/voicing-the-new-global-immigrant-realities-


Research papers

PacMachine

Pac-Man doesn't run on his own; he needs the player to guide him to victory. Pac-Man, an icon of the 1980s, is a yellow, pie-shaped character who travels around a maze trying to eat dots and avoid four hunting ghosts. But, what does Pac-Man really...

Catalogue: North America 2024 - Innovation
Authors: Ipsita Ghosh, Daniella Gold
Companies: Kimberly-Clark, ?What if! Innovation
July 5, 2024
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Citation

Ghosh and Gold (2024a, July 05). PacMachine. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/pacmachine


Research papers

Making Your Brand Culturally Iconic

The Dig Insights team were able to help La-Z-Boy position the brand to be one that restores body and soul, leaning into the concept of celebrating laziness; ultimately, reminding people to create moments that they want to keep living in. The end...

Catalogue: North America 2024 - Innovation
Authors: Jorge Calvachi, Patricia King
Companies: La-Z-Boy, Dig Insights
July 5, 2024
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Citation

Calvachi and King (2024a, July 05). Making Your Brand Culturally Iconic. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/making-your-brand-culturally-iconic


Research papers

Editorial

As we gather in Chicago for ESOMAR's 2024 edition of the Art & Science of Innovation, the conference committee and I are excited to introduce you to a programme chock-filled with thought-provoking ideas, smart and ready-to-use toolkits and big...

Catalogue: North America 2024 - Innovation
Author: Giulia Gasperi
Company: TRIPTK
July 5, 2024
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Citation

Gasperi, G. (2024a, July 05). Editorial. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/editorial-12422