Best of ESOMAR Italy: Understanding consumers in the current technoculture

Date of publication: May 21, 2021

Catalogue: Webinars 2021



Understanding consumers in current technoculture

with the support of the Department of Economics and Management Sciences

Università Cattolica del Sacro Cuore

and ASSIRM (Italian Association of Market Research Agencies)

Welcome and opening remarks

Maria Grazia Zoia, Labcom Director (Università Cattolica del Sacro Cuore)

Giulia Fabrizi and Alberto Stracuzzi, ESOMAR ITALIA Representatives

Kristin Luck, ESOMAR President

Piergiorgio Rossi, ASSIRM Board of Directors

Seed audiences from not knowing you to tapping into millions like youLeveraging hypertargeting to maximize media ROI

Mario DughiHome Care Digital Marketing Director, Unilever, UK

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 companies. While market research has traditionally helped brands tease out sharp consumer segments, the same segments cannot always be deployed successfully in media executions. This is a story of how research, data science and media came together to maximize the return on precision marketing investment.

The power of badTurning bad news into transformative stories for business and brands

Leanne Tomasevic, Head of Truth Consulting and Grant Feller, GF Media UK.

Do we really remember the times we felt good more evocatively than the moments where we struggled? It's a question that goes to the heart of research and insight. Are we more likely to act on bad news or good? And if it's the former, how can we frame that bad news so that it inspires rather than depresses, so that it compels us to take positive action rather than resort to defensiveness? Join this presentation if you want to disrupt your thinking and adopt a newsroom mentality by using storytelling techniques to help with transformative writing.

Brand Memories and the Moments that Matter for the Microsoft brand: Peak and pit moments in customers? brand memories predict brand love and downstream revenue.

David Evans, Senior Manager Customer Research, Microsoft, US

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 memory of this brand? We used AI to code the responses in terms of their positivity, touchpoints, and resulting perceptions. The results showed that being able to retrieve a defining brand memory was a significant and potent predictor of brand love and intention to increase usage.

Consuming post-truth in the time of technoculture

Robert V. Kozinets (University of Southern California)

Rossella Gambetti (Labcom, Università Cattolica del Sacro Cuore)

Silvia Biraghi (Labcom, Università Cattolica del Sacro Cuore)

In this study we explain how post-truths are consumed in the context of social media. Our investigation will map how the speed of formation of consumer assemblages shape the social construction of truth-related statements and narratives. To achieve this aim, we conduct a netnography that explores dog breeding, dog healthcare and nutrition social conversations on Facebook groups. In these groups, multiple beliefs and truths are constantly generated and contested by consumers in a series of back-and-forth call-and-reply narratives and counter-narratives. Our study contributes to a collective, discursive, and interactional understanding of consumer information, misinformation, and truth negotiation.

Round table: Technological consumption, sociality and stakeholder relations 

Angela Beccanulli (Moderator), PhD. Candidate in Management and Innovation Labcom, Università Cattolica del Sacro Cuore


Mario Dughi, Home Care Digital Marketing Director, Unilever, UK

Leanne Tomasevic, Head of Truth Consulting

Grant Feller, GF Media, UK

David Evans, Senior Manager Customer Research, Microsoft, US

Stefania Boleso, Marketing and Communication Senior Strategist

Maria Ryzhikova, Strategic Insight Manager, The Coca-Cola Company

Elisa VentriciMarketing Specialist & New Projects Coordinator, Sonae Sierra Italy

Fabio Delton, Commercial Banking Italy Network Communication & Programs Coordinator at UniCredit

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