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Research papers

A ton of data and an ounce of emotion

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 10.0px Helvetica}It takes not only data to optimize CRM communication strategy. To create communication appealing to humans, Human Centered Design approach is the obligatory roadmap. Importance of data is...

Catalogue: Fusion 2019
Authors: Leszek Haba, Piotr Idzik
Company: MASMI
November 10, 2019
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Citation

Haba and Idzik (2019a, November 10). A ton of data and an ounce of emotion. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/a-ton-of-data-and-an-ounce-of-emotion


Research papers

Visual focus: Better focus groups thanks to smartphones

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 10.0px Helvetica}Why not make use of smartphones during focus groups instead of forbidding them? Within traditional focus groups, verbal communication is leading. We, as moderators, perceive smartphones as...

Catalogue: Fusion 2019
Authors: Margré Nijkamp, Roos Thijssen
Company: Motivaction International B.V.
November 10, 2019
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Citation

Nijkamp and Thijssen (2019a, November 10). Visual focus: Better focus groups thanks to smartphones. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/visual-focus-better-focus-groups-thanks-to-smartphones


Videos

VENTO

Vento is a new mindset of doing research in which content engagement is fundamental in a new logic. A digital space where collaborators' engagement determines an innovative way for consumers and brands to work together.

Catalogue: Fusion 2019
Authors: Caio Casseb, Fernanda Politanski
Company: Scoop&Co
November 10, 2019
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Citation

Casseb and Politanski (2019a, November 10). VENTO. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/vento-10863


Videos

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
Author: Nina Kanin
Company: Streetbees
November 10, 2019
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Citation

Kanin, N. (2019a, November 10). Is it possible to predict human decision-making?. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/is-it-possible-to-predict-human-decision-making--10864


Videos

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
Company: INTAGE HOLDINGS Inc.
November 10, 2019
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Citation

Hoshi and Ayusawa (2019a, November 10). Reading the tea leaves. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/reading-the-tea-leaves-10867


Videos

Big Data big debate

How do you handle more than 5 million verbatims and creative proposals in just two weeks?

Catalogue: Fusion 2019
Author: Bruno Jeanbart
Company: OpinionWay
November 10, 2019
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Citation

Jeanbart, B. (2019a, November 10). Big Data big debate. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/big-data-big-debate-10842


Videos

Unscripting the script

Designing provocative conversations with consumers and stakeholders to spark strategic imagination.

Catalogue: Fusion 2019
Author: Manisha Dikshit
Company: Consumer Faces
November 10, 2019
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Citation

Dikshit, M. (2019a, November 10). Unscripting the script. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/unscripting-the-script-10876


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 October 15, 2025, 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 October 15, 2025, from


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