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Research papers
Uncovering the Human Voice for Deep Insights
Consumers naturally build relationships with the brands they interact with, and over time these interactions can turn into what is referred to as ?Brand Love? (Sternberg, 1986). In this way, the manner in which interactions are structured holds...
Catalogue: Congress 2023
Authors: Bernard Brenner, Jasmin Fischer, Melissa MacGregor, Justin Schoen, Camila Angio, Lucas Henderson, Sarah Johnson, Kyle Stalcup, Michael Tapp, Jack Penzer
September 28, 2023
Research papers
Going Beyond Insights
Times are tough, and that is a bit of an understatement. We are being bombarded with news headlines about the interest rate hikes, increased costs of living, shaky stocks and bonds, the lingering pandemic, the energy crisis, the war in Ukraine and a...
Catalogue: Congress 2023
Authors: Sally Joubert, Georgia Phillips
September 27, 2023
Research papers
Breaking the Fourth Wall: Future Formats for Effective Advertising
How we as humans connect, communicate and create has permanently changed, and the future lies in breaking the fourth wall?the wall behind us, the wall we can?t see. From the metaverse to TikTok challenges, the public is clamouring for blended,...
Catalogue: Congress 2023
Authors: Lisa Speck, Steve Silvers
September 27, 2023
Research papers
Empathy and its Role in a VUCA Business World
What sometimes seems like turbulence and tumult can often be a symphony in the making. Like a duet between jazz musicians or the famed ?Jugalbandi? from Indian classical music, where a spontaneous coming together starts with uncertainty but...
Catalogue: Congress 2023
Authors: Adrian Terron, Anju Joseph, Kavita Mahto
September 27, 2023
Research papers
Virtual Frontiers
?The metaverse is here, and it?s not only transforming how we see the world but how we participate in it ? from the factory floor to the meeting room.?Satya Nadella, Chief Executive Officer of MicrosoftThis paper outlines learnings from our...
Catalogue: Congress 2023
Authors: Rupert Sinclair, Faye Soares, Katrin Scheibert
September 27, 2023
Research papers
Growing Up Together
This paper aims to shift perceptions of early years motherhood. Instead of seeing motherhood as a fixed role that we suddenly inhabit, we argue that motherhood is in fact a transformational journey?one that is full of ever-changing pressure, tensions...
Catalogue: Congress 2023
Authors: Francky David, Nathalie Coste
September 27, 2023
Research papers
Shaping the Future in Uncertain Times
COVID-19 threatened both human lives and the worldwide economy. The threat caused uncertainty and this was reflected in consumer habit adjustments?both in purchase and consumption?made by the population. With the lockdowns, sales of consumer goods...
Catalogue: Latin America 2023
Authors: Jorge Galvan, Elisa Romo de Vivar Villasana
Company: Danone
April 25, 2023
Research papers
Enhancing an Advertising Space with a Single-Source View of its Audience
Measuring consumers? responses to advertising stimuli was a foundational demand for the industry. Since the very first days of the commercial use of radio and TV spaces, advertisers have commissioned researchers to find out if their targets were...
Catalogue: Latin America 2023
Authors: Ben Boix, Daniela Martinez, Alejandro Etchart
Company: A+E Networks Latin America
April 24, 2023
Research papers
