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Research papers

Design Research: A Much Underrated and Needed Discipline

When executed on packaging, design is also the last asset to be noticed, seen and engaged with before a brand or product is acquired. Not only does it constitute the last mile of exposure, but also the most valuable, owned and always-on asset a brand...

Catalogue: Asia Pacific 2023 - Innovation
Author: Oualidcharaf Eddine Benchama
Company: The Coca-Cola Company
November 22, 2023





Research papers

Storybranding in Researchland

The facts being described here are not exclusive and characteristic of present times, but instead they have been happening since market research began: An issue born way before any of us. However, it was the technological evolution, the COVID-19...

Catalogue: Latin America 2023
Authors: Daniel Lagache, Diego Alarcon, Damian Gandolfi
Companies: Cooperativa Mental, The Coca-Cola Company
April 25, 2023

Research papers

Are you OK Zoomers?

To understand Gen Z?s core challenges, values and desires, and prepare for potential shifts in consumer behaviour, Coca-Cola LatAm has engaged in a quantitative study among Gen Z (or Zoomers) in Argentina, Mexico, Colombia and Brazil, benchmarking...

Catalogue: Latin America 2023
Authors: Joeri Van den Bergh, Magdalena Garcia Grisanti, Javier Barrera
Companies: The Coca-Cola Company , Human8
April 25, 2023

Research papers

Algorythms for Glocal Effectiveness

Unlike love stories, where the plot initially unfolds in a joyful and colourful mood, this business case takes placein the middle of harsh pressing forces. The first of those is a challenge our industry has been debating forseveral years now:...

Catalogue: Congress 2022: 75th Anniversary
Authors: Begonia Fafian, Javier Quinones, Patricia Olivares
Companies: The Coca-Cola Company , Foster & Flow
September 23, 2022


Leveraging AI-enabled A/B testing to build out winning concepts

In this presentation you will learn how to use AI to generate new and interesting concepts for ongoing testing and eventual validation. The presentation includes references to past project examples as part of Quilt.AI pilot schemes, agile concept...

Catalogue: Webinars 2021
Authors: Clodagh Forde, Angad test Chowdhry
Companies: Quilt.AI, The Coca-Cola Company
October 13, 2021