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Research papers
From accountability to incrementality
Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness -...
Catalogue: Insights Festival 2020
Author: Minh Nguyen
Company: Google
September 15, 2020
Research papers
The power of defensive innovation through turning headwinds into opportunities
Let's turn innovation thinking on its head by introducing a new framework which showcases how military intelligence, social actuarialism, dynamic consumer ecosystems and cobra venom come together to define the rules of successful headwind navigation.
Catalogue: Insights Festival 2020
Authors: Kristin Hickey, James McLintock, Melanie Castro
Companies: Analogue Strategies, kubi kalloo, Estée Lauder Companies
September 15, 2020
Videos
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
Research papers
Finding the 80% rotten apples in your innovation pipeline
"I fully trust the predictions of product pre-testing. It is well-invested money!"In a nutshell, that's the change in perception among CEOs which would delight us.Imagine if you could test products before placing them in your sales channels in such a...
Catalogue: Insights Festival 2020
Authors: Alexander Falser, Lukas Waidelich, Marco Walter
Companies: Tchibo, Cauliflower
September 15, 2020
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
Videos
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
Company: IPSOS
September 15, 2020
Research papers
