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Research papers

Neuroscience applied

How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse...

Catalogue: Latin America 2019
Authors: Aline Souza, Janaína Brizante
Company: Nielsen
April 7, 2019

Videos

Creating a collaborative and multidisciplinary user research environment

How do you face product and marketing challenges as a team? How can you be relevant to UX designers and a social media team using the same research methodology? Instead of fighting for territory, both teams decided to work together, and that changed...

Catalogue: ESOMAR Client Summit 2018- Autumn Edition
Authors: Heloisa Moura, Julia Santos
December 12, 2018

Research papers

The good old qual comes to rescue your digital spend!

This research seeks to create and validate a new approach for brands to develop a fusion based approach aiming at more meaningful and differentiated digital communication strategies. This methodology focuses on enabling marketers to contextualize the...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Arfa Syed, Tooba Kamil
Company: Kantar
November 11, 2018

Videos

The good old qual comes to rescue your digital spend!

This research seeks to create and validate a new approach for brands to develop a fusion based approach aiming at more meaningful and differentiated digital communication strategies. This methodology focuses on enabling marketers to contextualize the...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Author: Arfa Syed
Company: Kantar
November 11, 2018

Videos

Research papers

Positive gender portrayal in advertising

This paper describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we...

Catalogue: Congress 2018
Author: Andrew Geoghegan
Company: Diageo
September 23, 2018

Videos

Positive gender portrayal in advertising

Using cultural insight across every continent, Diageo has developed an insight-led framework to help its marketers avoid stereotypes and represent gender more positively in its brand communications.

Catalogue: Congress 2018
Author: Andrew Geoghegan
Company: Diageo
September 23, 2018

Videos

Country branding

A country impacted by armed conflict for more than 50 years needs a constant fuel on its international brand campaign to surpass the negative perception of those who have not visited the country and build strong reasons to vanish misconceptions.

Catalogue: Congress 2018
Authors: Laura Catalina Gómez, Pedro Fernández
September 23, 2018

Videos

A game changer in understanding toy purchasers

Conducting a research for the Toys Industry is a big challenge. We have conducted a 360o project (bi-weekly surveys combined with behavioural data), that focuses on the customer journey made by parents buying toys during the Christmas shopping...

Catalogue: Congress 2018
Authors: Marc Smaluhn, Raul Gordo
Company: Netquest
September 23, 2018