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Giving control of your history to participants

Date of publication: September 8, 2019

Catalogue: Congress 2019: The Global Data & Insights Summit

Companies: De La Riva Group, AB InBev

Authors: Ángeles Rodríguez, Elisa Romo

Abstract:

Facts are nothing without stories. Instead of a traditional qualitative campaign pre-test where participants evaluate stimuli, we created a museum with Corona's (AB inBev) history and focused on how consumers re-built it into stories.


Ángeles Rodríguez

Author

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Elisa Romo

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Giving control of your history to participants

Catalogue: Congress 2019: The Global Data & Insights Summit

Authors: Ángeles Rodríguez, Daniel Cárdenas, Elisa Romo

Companies: De La Riva Group, AB InBev

September 8, 2019

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Citation

Rodríguez, Cárdenas and Romo (2019a, September 08). Giving control of your history to participants. ANA - ESOMAR. Retrieved July 30, 2025, from


https://ana.esomar.org/documents/giving-control-of-your-history-to-participants


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Authors: Violet Lazarevic, Anne-Marie Moir, Jonathan Prosser

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Lazarevic, Moir and Prosser (2020a, November 02). Giving voice to the voiceless. ANA - ESOMAR. Retrieved July 30, 2025, from


https://ana.esomar.org/documents/giving-voice-to-the-voiceless


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McCaughan, D. (2012a, September 13). The history of men's underwear. ANA - ESOMAR. Retrieved July 30, 2025, from


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Citation

Rodríguez and Romo (2019a, September 08). Giving control of your history to participants. ANA - ESOMAR. Retrieved July 30, 2025, from


https://ana.esomar.org/documents/the-history-of-men-s-underwear