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Research papers

Hispanics across the Americas

Knowing your target audience's future needs and behaviours is invaluable in order for a business to grow. Yet often, our view into the future is murky, and it is challenging to identify the most significant shifts in attitudes, values,...

Catalogue: Latin America 2020 - Insights Festival
Authors: Roberto Ruiz, Rachel Bonsignore
Companies: GfK, Univision Communications Inc.
October 19, 2020

Research papers

Seed audiences: 'From not knowing you to tapping into millions like you'

Today, consumers are bombarded with marketing communication, making it very difficult for brands to differentiate themselves. Digital-first companies can rely on a variety and richness of datasets which is not always matched by more traditional...

Catalogue: Insights Festival 2020
Authors: Abhinav Mohan, Mario Dughi, Souvik Roy, Utsav Mamoria
Companies: Unilever, InMobi
September 15, 2020

Research papers

Flocks: Unpicking communities on Twitter

In the first study of its kind we explore the digital communities forming on Twitter that live alongside IRL communities, unpicking the fabric of UK Twitter to learn how they form, grow & thrive and their value to Twitter as a service & a...

Catalogue: Fusion 2019
Authors: Rob Sanders, Peter Laflin, Martin Bryant
Companies: Twitter, Join the Dots InSites Consulting, Jaywing
November 10, 2019

Research papers

New ways of measuring success

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}For the first time in the history of the Spanish TV ecosystem, it is possible to measure and understand the holistic viewing behaviour of a TV Show across all platforms with the use...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Ignacio Gómez, Ricardo Torres, Ignacio de la Iglesia, Pablo Pérez
Companies: Netquest, The Cocktail Analysis, Google, RTVE (Corporación de Radio y Televisión Española)
September 8, 2019

Research papers

The impact of personalization at scale

This paper focuses on women's representation in advertising from a business measurement perspective and how it can impact advertising performance. Most importantly, it invites the industry to join efforts, creating solutions to make advertising more...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Isabela Aggiunti, Caio Daier, Maria Julia Rayeb
Company: Facebook
March 27, 2018

Research papers

Building iconic brands

Quilmes is the classic beer brand in Argentina. In the last decade, it has been losing market share, and its affinity with consumers has been decreasing.AB Inbev has the challenge to change the trends in a mature market in which the leader is been...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Federico Barallobre, Sebastian Corzo
Companies: AB InBev, Kantar
March 21, 2018

Research papers

Erotic Capital as a platform for innovation and communication

Emma Watson has it but it's rather easier at 27. Madonna still has it at 58. Erotic capital is a personal asset everyone uses to achieve given goals. So why not to build a platform based on this asset to innovate and communicate with your female...

Catalogue: Global Qualitative 2017: Back to the future
Authors: Cinzia Paterlini, Elena Bucci
November 22, 2017

Research papers

Digital forensics

Combining digital forensics with traditional research to develop deep insights into target audiences.

Catalogue: Big Data World 2017: Smart Data Integration
Authors: Andy Davidson, Fiona Hall
Company: Flamingo
November 8, 2017

Research papers

How can a Chinese manufacturer discover their international customers through integrated methodologies?

Target consumers for many Chinese manufacturers are based internationally, and accessing an accurate view of their audience is more imperative than for those living in the same culture as their market. As Chervon expands further into the US and...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Jeff Tsui, Alex Tu
Company: Kantar
May 9, 2017