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Research papers

A 21st Century Euphrosyne

Why does the world need more joy?We are more connected than ever before, with advances in smart technology meaning that we have the world at our fingertips?we can converse with people on the other side of the world in seconds. Wireless internet is...

Catalogue: Congress 2024
Authors: Paul Hudson, Andrew Cannon
Companies: FlexMR, EQJOY
January 1, 1970
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Citation

Hudson and Cannon (1970a, January 01). A 21st Century Euphrosyne. ANA - ESOMAR. Retrieved October 20, 2025, from


https://ana.esomar.org/documents/a-21st-century-euphrosyne


Research papers

Recalibrate Synthetic Data in Market Research

This paper explores the benefits and risks of synthetic data in market research, highlighting various techniques from classical predictive modelling to advanced large language models (LLMs). It presents real-world case studies demonstrating how...

Catalogue: Congress 2026
Authors: Minh Nguyen, Jimmy Szewczyk, Maxwell Minckler Minckler, Kazutaka Ikeda, Nara Narasimhan Narasimhan
Companies: Google, Macromill
January 1, 1970
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Citation

Nguyen, Szewczyk, Minckler, Ikeda and Narasimhan (1970a, January 01). Recalibrate Synthetic Data in Market Research. ANA - ESOMAR. Retrieved October 20, 2025, from


https://ana.esomar.org/documents/recalibrate-synthetic-data-in-market-research


Research papers

Nothing to Fear but Fear Itself

Mountain Dew is an iconic brand and one of the best-selling brands of carbonated soft drinks (CSD) in India. The brand is positioned on the concept of "courage" with the tagline Dar Ke Aage Jeet Hai (Beyond Fear Lies Victory), which has grown to...

Catalogue: Congress 2024
Authors: Ramasubramanian Narayanan, Shobha Prasad
Company: PepsiCo
January 1, 1970
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Citation

Narayanan and Prasad (1970a, January 01). Nothing to Fear but Fear Itself. ANA - ESOMAR. Retrieved October 20, 2025, from


https://ana.esomar.org/documents/nothing-to-fear-but-fear-itself


Research papers

AI-Enhanced Market Research

In this paper we will first show how we approached the development and integration of an LLM-based chatbot in our qualitative research tool, and we?ll share some aspects of our research done about AI. This is particularly relevant as we aim to meet...

Catalogue: Congress 2024
Author: Orkan Dolay
Companies: Givaudan, Bilendi, Bilendi & respondi
January 1, 1970
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Citation

Dolay, O. (1970a, January 01). AI-Enhanced Market Research. ANA - ESOMAR. Retrieved October 20, 2025, from


https://ana.esomar.org/documents/ai-enhanced-market-research


Research papers

Unleashing Innovation in Market Research

The rapid digitisation of data in recent decades has bestowed upon us a treasure trove of information. However, the escalating need for comprehensive insights has birthed a novel approach: synthetic data. This revolutionary concept, leveraging...

Catalogue: Congress 2024
Authors: Julia Brannigan, Kerry Jones
Companies: Bulbshare Ltd, Greencore Group
January 1, 1970
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Citation

Brannigan and Jones (1970a, January 01). Unleashing Innovation in Market Research. ANA - ESOMAR. Retrieved October 20, 2025, from


https://ana.esomar.org/documents/unleashing-innovation-in-market-research


Research papers

Green Money

Sustainability is becoming the new global currency that provides binding fundamental principles guiding the banking industry toward a long-term viability and societal impact. Banks are increasingly integrating environmental, social and governance...

Catalogue: Congress 2024
Authors: Lester Sualog, Beatrice Dy
Companies: Bank of the Philippine Islands, PureSpectrum
January 1, 1970
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Citation

Sualog and Dy (1970a, January 01). Green Money. ANA - ESOMAR. Retrieved October 20, 2025, from


https://ana.esomar.org/documents/green-money


Research papers

Tracking What Matters

Traditional brand tracking has long relied on predefined attributes, often derived from qualitative research or stakeholder input. While effective, these methods risk overlooking the dynamic and evolving ways consumers engage with brands in real...

Catalogue: Congress 2026
Authors: Imran Khan, Fiona Buchanan, Adhil Patel, Kyle Findlay, Aldu Cornelissen
Companies: MDI, Kellogg Company (Kellanova)
January 1, 1970
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Citation

Khan, Buchanan, Patel, Findlay and Cornelissen (1970a, January 01). Tracking What Matters. ANA - ESOMAR. Retrieved October 20, 2025, from


https://ana.esomar.org/documents/tracking-what-matters


Research papers

Emotion-Inducing Fragrances

Sol de Janeiro (SdJ), a brand experiencing significant success with limited edition (LE) scents, often seeks to understand which fragrances resonate most strongly with consumers. This knowledge contributed to guiding their decision to transition...

Catalogue: Congress 2024
Authors: Nikolai Reynolds, Davide Baldo, Manuel Garcia-Garcia, Brittany Calvert, Mariana Kolomayets, Ashley Ericksen, Adriana Mora
Companies: Sol de Janeiro, IPSOS
January 1, 1970
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Citation

Reynolds et al. (1970a, January 01). Emotion-Inducing Fragrances. ANA - ESOMAR. Retrieved October 20, 2025, from


https://ana.esomar.org/documents/emotion-inducing-fragrances


Research papers

Navigating the Epic Journey to Net-Zero

On the epic journey to mitigate the effects of climate change, the transition to electric cars stands at a pivotal crossroads. Like Odysseus, we need to navigate the perils ahead?can we overcome the challenges and steer towards a cleaner, healthier...

Catalogue: Congress 2024
Authors: Richard Hebditch, David Voxlin
Companies: SKIM, Transport & Environment (T&E)
January 1, 1970
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Citation

Hebditch and Voxlin (1970a, January 01). Navigating the Epic Journey to Net-Zero. ANA - ESOMAR. Retrieved October 20, 2025, from


https://ana.esomar.org/documents/navigating-the-epic-journey-to-net-zero