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Research papers

Unspoken Answers and the Power of Implied Meaning

Insight and marketing professionals are constantly asked to anticipate how changes in culture will impacttheir business. Despite billions of data-points being analysed across thousands of tools, we remainoverwhelmed with information and underwhelmed...

Catalogue: Congress 2022: 75th Anniversary
Authors: Michelle Gansle, Ujwal Arkalgud
Companies: McDonald's Corporation, Lux Research Inc.
September 26, 2022
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Citation

Gansle and Arkalgud (2022a, September 26). Unspoken Answers and the Power of Implied Meaning. ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/unspoken-answers-and-the-power-of-implied-meaning


Webinars

Members-only Summer Roundtable: Client-side Chat

In September of 2020 and again in March of this year, ESOMAR joined forces with around two dozen associations worldwide to conduct a global survey of client-side researchers. Its purpose was to improve our understanding of changes in the way brands...

Catalogue: Webinars 2021
Authors: Reg Baker, Michelle Gansle, Barry Jennings, Nicole Umana
Companies: ESOMAR, McDonald's Corporation, Microsoft, Mars Wrigley
August 5, 2021
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Citation

Baker, Gansle, Jennings and Umana (2021a, August 05). Members-only Summer Roundtable: Client-side Chat. ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/members-only-summer-roundtable-client-side-chat


Videos
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Citation

Gansle, Beers and Silvanskaya (2020a, June 11). Humanising the digital: Q&A Session. ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/discussion-humanising-the-digital-session


Videos
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Citation

Gansle, Jain and Gupta (2020a, June 11). Artificial Intelligence: Q&A Session. ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/artificial-intelligence-discussion


Videos
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Citation

Gansle, Ambrose, Murphy and Policicio (2020a, June 11). Insights integration: Q&A Session. ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/insights-integration


Videos
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Citation

Raben, Gansle, Puleston and Griffith (2020a, April 30). Dealing with disruption. ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/dealing-with-disruption


Videos

LITERALLY picking consumers' brains for better advertising effectiveness

Bringing art and science together to produce positive ROI, drive sales and penetration uplifts, and of course, winning ads.

Catalogue: ESOMAR Client Summit 2018- Autumn Edition
Author: Michelle Gansle
December 12, 2018
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Citation

Gansle, M. (2018a, December 12). LITERALLY picking consumers' brains for better advertising effectiveness. ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/literally-picking-consumers-brains-for-better-advertising-effectiveness


Research papers

Evolving better concepts

Monadic concept testing is an essential tool in phase gate processes to weed out risky product launches. As an optimization tool, however, it suffers from measurement error, poor discrimination, and limited ability to test multiple variations. By...

Catalogue: Congress 2011: Impact
Authors: Kevin Karty, Erin Breland, Gemma Tyson, Michelle Gansle
Company: Affinnova
September 18, 2011
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Citation

Karty, Breland, Tyson and Gansle (2011a, September 18). Evolving better concepts. ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/evolving-better-concepts