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Citation

Brown, J. (2024a, July 25). Innovate Like a Rap Star. ANA - ESOMAR. Retrieved June 15, 2025, from


https://ana.esomar.org/documents/innovate-like-a-rap-star


Videos
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Citation

Terron, A. (2024a, July 25). When Gen AI meets Gen Z. ANA - ESOMAR. Retrieved June 15, 2025, from


https://ana.esomar.org/documents/when-gen-ai-meets-gen-z


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Citation

Blades, F. (2024a, July 25). Creative Catalyst. ANA - ESOMAR. Retrieved June 15, 2025, from


https://ana.esomar.org/documents/creative-catalyst


Research papers

Using AI for Innovating Brand Strategy

Measuring and understanding brands is a very difficult challenge in marketing. Brand research is typically done using surveys. The common method is to show respondents a series of brand statements (e.g., is a brand I trust, reliable, etc.) and the...

Catalogue: North America 2024 - Innovation
Authors: Marco Vriens, Rogier Verhulst
Companies: LinkedIn, Kwantum
July 5, 2024
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Citation

Vriens and Verhulst (2024a, July 05). Using AI for Innovating Brand Strategy. ANA - ESOMAR. Retrieved June 15, 2025, from


https://ana.esomar.org/documents/using-ai-for-innovating-brand-strategy-12429


Research papers

Mastering the Behavioural Science Maze

In our daily life, we are constantly flooded with information: while shopping at a grocery store we hear music, we are surrounded with logos and packaging of different brands and marketing tactics, we see and interact with other customers or workers,...

Catalogue: North America 2024 - Innovation
Authors: Michelle Niedziela, Sophia Stafford
Company: HCD Research
July 5, 2024
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Citation

Niedziela and Stafford (2024a, July 05). Mastering the Behavioural Science Maze . ANA - ESOMAR. Retrieved June 15, 2025, from


https://ana.esomar.org/documents/mastering-the-behavioural-science-maze-


Videos
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Citation

Pica, Wright, Gokce and Nestrud (2024a, July 05). Is Reality a Hallucination?. ANA - ESOMAR. Retrieved June 15, 2025, from


https://ana.esomar.org/documents/is-reality-a-hallucination--12497


Research papers

From Shelf to Sip: Uncovering a Winning Consumer Journey for Suntory Global Spirits? -196 Hard Seltzer

To capture consumer attention in the competitive ready-to-drink (RTD) alcoholic beverage space, products must stand out on the shelf and catch the consumer?s eye. However, that?s just the tip of the iceberg in this burgeoning category: in order to...

Catalogue: North America 2024 - Innovation
Authors: Shira Horn, Jenny Stephen
Companies: Suntory , AMC Global
July 5, 2024
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Citation

Horn and Stephen (2024a, July 05). From Shelf to Sip: Uncovering a Winning Consumer Journey for Suntory Global Spirits? -196 Hard Seltzer. ANA - ESOMAR. Retrieved June 15, 2025, from


https://ana.esomar.org/documents/from-shelf-to-sip-uncovering-a-winning-consumer-journey-for-suntory-global-spirits--196-hard-seltzer


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 June 15, 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 June 15, 2025, from


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