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Research papers
Can AI (Computer Vision) Help Us to Evaluate Creatives at Large Scale?
Can artificial intelligence/machine learning help us define what bad or good ads are in terms of driving business results? We demonstrate a hybrid methodology of computer vision and human encoding to conduct large-scale creative meta-analysis at a...
Catalogue: Congress 2023
Author: Minh Nguyen
September 27, 2023
Videos
ESOMAR Town Hall Meeting May 2023
Catalogue: ESOMAR Town Hall Meetings
Authors: Ray Poynter, Joaquim Bretcha
Company: ESOMAR
May 26, 2023
Research papers
Empowering Innovation Through Disability Research
Inclusivity is an immense trend today. During the past few years, products and services like market research have embraced ethnicity, size, sexual preferences and even age in their efforts to promote inclusivity. Nevertheless, sadly, disability...
Catalogue: Latin America 2023
Author: Priscila Aramburu Mena
Company: De La Riva Group
April 25, 2023
Research papers
The Future of Research is Here
The future is here. We all know about digitisation, and this new era COVID-19 brought to humanity?full of technological accomplishments. With all that being said, how do you explain how the market research industry, which is full of smart people and...
Catalogue: Latin America 2023
Authors: Claudia Sciarretta, Paulina Castillo
Company: PepsiCo
April 25, 2023
Research papers
Conn-Action
In many cases, advertising pre-tests are seen as uncomfortable exams brands have to pass before executing a campaign; as strange as it sounds, we are used to failing them. Approximately 75% of campaigns pre-tested for the first time fail such...
Catalogue: Latin America 2023
Authors: Monica Quevedo, Vanessa Guima
Company: Alicorp
April 25, 2023
The Future of Research is Here
The future is here. We all know about digitisation, and this new era COVID-19 brought to humanity?full of technological accomplishments. With all that being said, how do you explain how the market research industry, which is full of smart people and...
Catalogue: Latin America 2023
Authors: Claudia Sciarretta, Paulina Castillo
April 25, 2023
Are you OK Zoomers?
To understand Gen Z?s core challenges, values and desires, and prepare for potential shifts in consumer behaviour, Coca-Cola LatAm has engaged in a quantitative study among Gen Z (or Zoomers) in Argentina, Mexico, Colombia and Brazil, benchmarking...
Catalogue: Latin America 2023
Authors: Joeri Van den Bergh, Magdalena Garcia Grisanti, Javier Barrera
April 25, 2023
Research papers
