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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 15, 2025, from


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

Creating a Research Cyborg

IKEA is guided by its vision of creating a better everyday life for the many people. Their success has come from a dogged belief that product development starts from understanding life at home. This means getting to know consumers? living situations,...

Catalogue: Congress 2026
Authors: Oliver Sweet, Terje Nilstun, Grzegorz Boruc
January 1, 1970
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Citation

Sweet, Nilstun and Boruc (1970a, January 01). Creating a Research Cyborg. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/creating-a-research-cyborg-12836

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
January 1, 1970
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Citation

Khan, Buchanan, Patel, Findlay and Cornelissen (1970a, January 01). Tracking What Matters. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/tracking-what-matters-12839


Videos
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Citation

(1970a, January 01). Young Esomar Society Panel Discussion. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/young-esomar-society-panel-discussion


Videos

Beyond Humans: Marketing to the Agents Among Us

Artificial Intelligence is no longer just analysing human behaviour ? it is beginning to act on our behalf. In this talk, Eleanor ?Nell? Watson explores how agentic AI can be harnessed for market research and personalised marketing in surprising...

Catalogue: Congress 2025
Author: Nell Watson
January 1, 1970
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Citation

Watson, N. (1970a, January 01). Beyond Humans: Marketing to the Agents Among Us. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/beyond-humans-marketing-to-the-agents-among-us

Catalogue:
Author:
January 1, 1970
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Citation

(1970a, January 01). . ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org


Videos
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Citation

(1970a, January 01). Congress 2022 Introduction by Committee Chair. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/congress-2022-introduction-by-committee-chair


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 15, 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 15, 2025, from


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