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Research papers

Moving Perceptions = More Revenue

How many times have you wondered whether you are pushing the right perception for an advertisingcampaign? Or how moving the hearts and minds of customers connects to ROI? These questions are difficultto answer and even more difficult to tie to actual...

Catalogue: Congress 2022: 75th Anniversary
Authors: Caroline Iurillo, Megan Lau
Company: Microsoft
September 23, 2022

Research papers

Future Focus: Inclusion and Diversity in Advertising

Over the past decade, diversity has become a focus across the business community not only because ofconsumer attention, but also because of a plethora of research that has shown diversity is a critical factor indriving growth and resilience. Recent...

Catalogue: Congress 2022: 75th Anniversary
Authors: Deepak Varma, Anna Wilgan, Matt Baldwin
Company: Kantar
September 23, 2022

Research papers

Research in Diversity, Equity, and Inclusion

In May 2020, in the world's richest country and its largest democracy, a police officer murdered a Blackman. This wasn't the first incident of its kind, but it took place with the world amid the collective trauma ofthe COVID-19 pandemic's first peak,...

Catalogue: Congress 2022: 75th Anniversary
Authors: Manuel Garcia-Garcia, April Jeffries, Jana DeLancey, Philip Ryan, Tina Cheng
Companies: IPSOS, MasterCard, Merrill Lynch Bank
September 23, 2022

Research papers

From the Click of a Button to Human Insights

COVID-19 changed how we work across the globe. To many it meant working at home rather than in enclosedoffice spaces, which has led employers to innovate work models and transition to hybrid or remote setups. Forthose working with applied...

Catalogue: Congress 2022: 75th Anniversary
Authors: Katharine Diamond, Alessandra Grimoldi, Lea Svendsen
Companies: IS IT A BIRD, Whirlpool EMEA
September 26, 2022

Research papers

Financial Security in the Unsafe World

Storytelling became a buzzword some time ago and we don't need to either glorify or argue the importance ofsuch approach in order to present the research outcomes. We will simply follow it and tell our story to you. Wewon't just concentrate on the...

Catalogue: Congress 2022: 75th Anniversary
Authors: Piotr Idzik, Karolina Kozlowska
Companies: MASMI, mTab
September 27, 2022

Research papers

Ending Period Shaming in East Africa, and Beyond, for Good

The impact of shame on women and girls is a complex and multi-faceted issue that is at the core of thisresearch paper. How does shame touch the lives of girls and women? Does it have lasting repercussionsbeyond the initial experience of feeling or...

Catalogue: Congress 2022: 75th Anniversary
Authors: Amelie Truffert, Rhonda Fontaine, Paul Drawbridge
Company: Ordinary Differences
September 23, 2022

Research papers

Human-centric Innovation...On the Edge

To develop "experiential snacking" solutions, Mars Wrigley looked for inspiration at the edge, by teaming upwith leading-edge change-makers, looking for emergent semiotic codes that take us to the edge and gettinginspired by an edgy crowd of global...

Catalogue: Congress 2022: 75th Anniversary
Authors: Nicole Umana, Thomas Troch
Companies: InSites Consulting, Mars Wrigley
September 23, 2022

Research papers

Embracing the Avalanche of Change

Predicting, particularly when it is about the future, is difficult; This was the rather quizzical comment oncemade by Nobel Laureate Niels Bohr. In our world, which is experiencing greater volatility, uncertainty,complexity and ambiguity (?VUCA?),...

Catalogue: Congress 2022: 75th Anniversary
Authors: David Smith, Adam Riley
Companies: DVL Smith Ltd, Decision Architects
September 23, 2022

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