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Research papers

Researching a joke, are you kidding me?

When can a brand benefit from laughter and is it possible to research a joke? Through a combination of consumer investigation and semiotic decoding, we were able to arrive at a framework that we believe will help brands navigate this complex space....

Catalogue: Asia Pacific 2019
Authors: Radhika Venkatarayan, Prasunika Priyadarshini
Company: Karvy Insights Limited
May 22, 2019
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Citation

Venkatarayan and Priyadarshini (2019a, May 22). Researching a joke, are you kidding me?. ANA - ESOMAR. Retrieved September 24, 2024, from


https://ana.esomar.org/documents/researching-a-joke-are-you-kidding-me-


Research papers

Measuring jokes

Humour and market research do not really have large, directly overlapping areas. If we do a search on Google on the word 'humour' we find that the content that is relevant to our purposes is mainly focusing on the link between humour and psychology....

Catalogue: Qualitative 2008: Consumer Choice
Author: György Pásztor
Company: KANTAR TNS Malaysia
November 20, 2008
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Citation

Pásztor, G. (2008a, November 20). Measuring jokes. ANA - ESOMAR. Retrieved September 24, 2024, from


https://ana.esomar.org/documents/measuring-jokes