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Research papers

Happy shoppers

In 2013, DEKA Marketing Research, in collaboration with Gordon & McCallum undertook a series of research studies designed to better understand the growth in use of this channel, and provide in-depth insight into the way customer engage with such...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Alastair Gordon, Farquhar Stirling, Dwinarizki Setyorini, Mamik Leonardo
Company: Deka Marketing Research
May 13, 2014
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Citation

Gordon, Stirling, Setyorini and Leonardo (2014a, May 13). Happy shoppers. ANA - ESOMAR. Retrieved September 21, 2024, from


https://ana.esomar.org/documents/happy-shoppers-8137


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
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Citation

Mediratta, Kodra, El Kaliouby and Jha (2014a, May 13). Does facial coding generalize across cultures?. ANA - ESOMAR. Retrieved September 21, 2024, from


https://ana.esomar.org/documents/does-facial-coding-generalize-across-cultures-


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
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Citation

Kodra, El Kaliouby, Larguinat and McDuff (2013a, September 26). Do emotions in advertising drive sales?. ANA - ESOMAR. Retrieved September 21, 2024, from


https://ana.esomar.org/documents/do-emotions-in-advertising-drive-sales--8059


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
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Citation

Wheller, Yeung, Giang and Gordon (2013a, April 07). Tuning into TV Ads. ANA - ESOMAR. Retrieved September 21, 2024, from


https://ana.esomar.org/documents/tuning-into-tv-ads


Research papers

Facing the future

Facial expressions are a strong visual method to convey emotions. 3D Facial Imaging directly records human emotions from facial expressions to better measure consumer response to marketing stimuli (e.g. advertising, packaging, retail displays). This...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope
Authors: Tim Llewellyn, Eric Gu, Alastair Gordon
April 17, 2012
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Citation

Llewellyn, Gu and Gordon (2012a, April 17). Facing the future. ANA - ESOMAR. Retrieved September 21, 2024, from


https://ana.esomar.org/documents/facing-the-future