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Research papers
Powerfully passive
This is a study conducted by GfK China in co-operation with DARC and JSBC in China. The objective of the project is very straightforward- to understand whether the performance can engage the audience emotionally in a very positive way, and what kind...
Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Alice He, Ashok Sethi, Qun Ge
Company: GfK
June 15, 2015
Research papers
Emotionology
Emotionology is an innovative research project conducted by Turner Latin America in 2013 and 2014, in partnership with Neurensics and BMC, with the objective of measuring consumers' emotional engagement towards different types of content, drilling...
Catalogue: Latin America 2015: Carnival of Insights
Authors: Pablo Verdin, Renata Policicio
June 15, 2015
Research papers
Goodbye Big Data, hello big stories
For centuries, stories have been the most powerful way for people to understand their place in the world. In an era of big data, this is still true. In fact, stories are more important than ever. Data is good, but if we only see the world through...
Catalogue: Global Qualitative 2014: Research Renaissance
Author: Martin Lee
Company: Acacia Avenue
November 18, 2014
Research papers
Our lips are sealed
This case study shows how a new implicit and metaphorical approach gave eBay a powerful commercial insight denied to conventional approaches:Response latency, in milliseconds, (combined with task accuracy) obviates the need for explicit questions,...
Catalogue: Congress 2014: What Inspires?
Authors: David Penn, Suzanne Lugthart
Company: Conquest
September 10, 2014
Research papers
Does facial coding generalize across cultures?
High growth Asian markets present huge opportunities for advertising and marketing industries. Self-report tools that have been validated over thousands of ads in western markets are useful, but less reliable, in Asian cultures due to the prevalence...
Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Namita Mediratta, Evan Kodra, Rana El Kaliouby, Pankaj Jha
Company: KANTAR TNS Malaysia
May 13, 2014
Research papers
Do emotions in advertising drive sales?
Ads that evoke emotions keep us entertained and are more memorable, but do they really drive product sales? To answer this question, we use facial coding to quantitatively measure people’s tacit emotional responses to ads, and then model the...
Catalogue: Congress 2013: Think Big
Authors: Evan Kodra, Rana El Kaliouby, Laurent Larguinat, Daniel McDuff
September 26, 2013
Research papers
Tuning into TV Ads
It is increasingly recognised that emotional reactions drive advertising effectiveness. Yet, in Asia, use of scientific measurement techniques to assess such reactions has been limited. We report on a study of TV ads across 5 Asian markets utilising...
Catalogue: Asia Pacific 2013: Asia On The Move
Authors: Joe Wheller, Winnie Yeung, Vuong Manh Giang, Alastair Gordon
Company: Cimigo
April 7, 2013
Research papers
Pop concert experiences
Today, marketing communication cannot be based solely on information about the product, brand or service. To attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. T-Mobile...
Catalogue: CEE Research Forum 2013: Research Remix
Authors: Tomasz Jedrkiewicz, Robert Zydel
March 17, 2013
Research papers
