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Research papers

Hello Alexa, is there any survey for me?

Sharing economy, cloud computing, AR in smartphones, AI in smart homes. But what is the next step to make market research "Smart"? Nowadays a consumer expects, rather than seeks, a direct dialogue with a brand through direct channels where they can...

Catalogue: Insights Festival 2020
Author: Ennio Armato
Company: FFIND DE
September 15, 2020
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Citation

Armato, E. (2020a, September 15). Hello Alexa, is there any survey for me?. ANA - ESOMAR. Retrieved June 08, 2025, from


https://ana.esomar.org/documents/hello-alexa-is-there-any-survey-for-me--11585


Research papers

The new brand-perception battleground

Despite the investment, most customer and user experience tweaks are completely forgotten according to Kahneman's peak-end rule of memory. The stories that stick define your brand and decide your fate. We asked 3600 customers "What is your most vivid...

Catalogue: Insights Festival 2020
Author: David Evans
Company: Microsoft
September 15, 2020
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Citation

Evans, D. (2020a, September 15). The new brand-perception battleground. ANA - ESOMAR. Retrieved June 08, 2025, from


https://ana.esomar.org/documents/the-new-brand-perception-battleground-11581


Research papers

Using narrative analytics to win customer trust

What drives trust (and mistrust) in tech companies? Learn how to use narrative analytics to understand the drivers of trust and win customers across the globe with better values, strategies and offerings. In addition to the Trust case study, the...

Catalogue: Insights Festival 2020
Authors: Jeff Marshall, Rogier Verhulst, Becky Owens
Companies: Protagonist, LinkedIn
September 15, 2020
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Citation

Marshall, Verhulst and Owens (2020a, September 15). Using narrative analytics to win customer trust. ANA - ESOMAR. Retrieved June 08, 2025, from


https://ana.esomar.org/documents/using-narrative-analytics-to-win-customer-trust-11583


Research papers

Harnessing powerful storytelling

Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling...

Catalogue: Insights Festival 2020
Authors: Renata Policicio, Collin Leirvik
Companies: ESPN, LRWGreenberg
September 15, 2020
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Citation

Policicio and Leirvik (2020a, September 15). Harnessing powerful storytelling. ANA - ESOMAR. Retrieved June 08, 2025, from


https://ana.esomar.org/documents/harnessing-powerful-storytelling-11588


Research papers

Post COVID-19: A brand blueprint for the future

Get ready for the future!As each of us has experienced in all parts of the globe, it's clear that after COVID-19 there will be no going back, for both consumers and companies, and more broadly, as society as a whole. Quite the opposite, we will see a...

Catalogue: Insights Festival 2020
Authors: Rossana Dell'Isola, Veronica Mayne
Companies: , Faster Horses
September 15, 2020
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Citation

Dell'Isola and Mayne (2020a, September 15). Post COVID-19: A brand blueprint for the future. ANA - ESOMAR. Retrieved June 08, 2025, from


https://ana.esomar.org/documents/post-covid-19-a-brand-blueprint-for-the-future


Research papers

Disrupting System 1 thinking: Better science for smarter marketing

Since the publication of Daniel Kahneman's Thinking Fast and Slow in 2012, there has been an explosion of interest in System 1 versus System 2 thinking and its applications to research, marketing and public policy. But - what if we have it...

Catalogue: Insights Festival 2020
Authors: Rich Timpone, Vinod Venkataraman, Tamara Ansons, Davide Baldo, Manuel Garcia-Garcia, Ornella Godard, Martin Schoeller, Colin Strong
Company: IPSOS
September 15, 2020
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Citation

Timpone et al. (2020a, September 15). Disrupting System 1 thinking: Better science for smarter marketing. ANA - ESOMAR. Retrieved June 08, 2025, from


https://ana.esomar.org/documents/disrupting-system-1-thinking-better-science-for-smarter-marketing-11587


Research papers

How design thinking allows market research to take the lead and become an innovation powerhouse

The R&D sector is worth $1.7tn. Insight should be central to this. But currently, it's not. At best, we're a small component in the larger innovation machine. And often, we're completely ignored. This shouldn't be the case.Learn how combining...

Catalogue: Insights Festival 2020
Authors: Nicholas JianHao Lee, Alex Wilman
Companies: Northstar Research, FigureFigure Studios
September 15, 2020
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Citation

Lee and Wilman (2020a, September 15). How design thinking allows market research to take the lead and become an innovation powerhouse. ANA - ESOMAR. Retrieved June 08, 2025, from


https://ana.esomar.org/documents/how-design-thinking-allows-market-research-to-take-the-lead-and-become-an-innovation-powerhouse-11590


Research papers

Seed audiences: 'From not knowing you to tapping into millions like you'

Today, consumers are bombarded with marketing communication, making it very difficult for brands to differentiate themselves. Digital-first companies can rely on a variety and richness of datasets which is not always matched by more traditional...

Catalogue: Insights Festival 2020
Authors: Abhinav Mohan, Mario Dughi, Souvik Roy, Utsav Mamoria
Companies: Unilever, InMobi
September 15, 2020
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Citation

Mohan, Dughi, Roy and Mamoria (2020a, September 15). Seed audiences: 'From not knowing you to tapping into millions like you'. ANA - ESOMAR. Retrieved June 08, 2025, from


https://ana.esomar.org/documents/seed-audiences-from-not-knowing-you-to-tapping-into-millions-like-you--11579


Research papers

It's time to talk

In 2019, GSK started to explore the role of an AI Self Care Coach that you can interact within a retail healthcare environment. An initiative ahead of its time and the foundation for a new digital and in-store strategic direction that is more...

Catalogue: Insights Festival 2020
Authors: Jeff Haselum, Litthya Burgin
Companies: GSK, InSites Consulting
September 15, 2020
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Citation

Haselum and Burgin (2020a, September 15). It's time to talk. ANA - ESOMAR. Retrieved June 08, 2025, from


https://ana.esomar.org/documents/it-s-time-to-talk-11586