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Videos

Injecting emotion into campaign effectiveness

Is it possible to test whether branded content met its campaign objectives? See how the BBC combined the latest in emotion tracking tech with devilish psych methods to product a new research tool that is taking the advertising world by storm.

Catalogue: Congress 2018
Author: Hamish McPharlin
September 23, 2018
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Citation

McPharlin, H. (2018a, September 23). Injecting emotion into campaign effectiveness . ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/injecting-emotion-into-campaign-effectiveness-


Videos

Build, measure, learn

It’s said that 95% of all purchasing decisions are not made consciously. In other words, brands that evoke our emotions always win. When it comes to designing a content-marketing campaign, there’s no such thing as a bad emotion! We’ll...

Catalogue: Congress 2017: Visionary
Authors: Patrick Fagan, Sally Wu
November 27, 2017
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Citation

Fagan and Wu (2017a, November 27). Build, measure, learn. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/build-measure-learn-9177


Videos

How to use guided meditation to achieve research Nirvana

Spiritual practices often lead to introspection and perspective. We explored the method of guided meditation to help balding men unlock their deepest fears around hair loss using some of these techniques, which led us to some unexpected insights.

Catalogue: Global Qualitative 2017: Back to the future
Authors: Devika Johar, Sushma Panchawati
January 11, 2017
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Citation

Johar and Panchawati (2017a, January 11). How to use guided meditation to achieve research Nirvana. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/how-to-use-guided-meditation-to-achieve-research-nirvana-8944


Videos

Co-design! Zero to final specification in three days

Sensory cues provide the basis for understanding how to design and develop products to achieve harmony with the brand promise. Traditional research techniques focus on maximising purchase interest, preferences, and liking, to guide the construction...

Catalogue: Congress 2016: #WOW
Authors: David Lundahl, Menexia Tsoubeli
June 15, 2016
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Citation

Lundahl and Tsoubeli (2016a, June 15). Co-design! Zero to final specification in three days. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/co-design-zero-to-final-specification-in-three-days-8701


Videos

Emotions and multi-sensory associations of fragrances

Over the last three decades, IFF has been researching the emotions and multi-sensory associations of fragrances. The proprietary tools we have developed make these dimensions tangible, understandable, and actionable by our creative teams.

Catalogue: Sensory Forum 2015: Marketing Meets Science
Author: Arnaud Montet
June 15, 2015
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Citation

Montet, A. (2015a, June 15). Emotions and multi-sensory associations of fragrances. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/emotions-and-multi-sensory-associations-of-fragrances


Videos

Winning in the age of now

12 years after a memorable Keynote in which he challenged the research industry to be more attuned to the power of emotional connections, Saatchi & Saatchi CEO Worldwide Kevin Roberts returns to ESOMAR with an optimistic message about the role of Big...

Catalogue: Congress 2014: What Inspires?
Author: Kevin Roberts
June 15, 2014
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Citation

Roberts , K. (2014a, June 15). Winning in the age of now. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/winning-in-the-age-of-now