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Research papers

Can AI (Computer Vision) Help Us to Evaluate Creatives at Large Scale?

Can artificial intelligence/machine learning help us define what bad or good ads are in terms of driving business results? We demonstrate a hybrid methodology of computer vision and human encoding to conduct large-scale creative meta-analysis at a...

Catalogue: Congress 2023
Author: Minh Nguyen
September 27, 2023
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Citation

Nguyen, M. (2023a, September 27). Can AI (Computer Vision) Help Us to Evaluate Creatives at Large Scale?. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/can-ai-computer-vision-help-us-to-evaluate-creatives-at-large-scale


Research papers

Driving consumers' brand perception and engagement

Bad ads create bad experiences for consumers and negatively impact your brand. It is critical to know what creative element or pattern can help drive brand performance and direct response. However, creative A/B tests or lab tests with facial...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Minh Nguyen, Tomoya Naohara, Kosuke Yoshida
Companies: Google, INTAGE HOLDINGS Inc.
November 2, 2020
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Citation

Nguyen, Naohara and Yoshida (2020a, November 02). Driving consumers' brand perception and engagement. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/driving-consumers-brand-perception-and-engagement


Research papers

Winning the lottery!

We all love and use buzz words. Such as data driven marketing, big data and 360° customer insights. But what do they really mean? How do you put them in practice? The Belgian National Lottery put it all in action by blending different data...

Catalogue: Fusion 2019
Authors: Nicole Huyghe, Marthe Gruloos
Company: Boobook
November 10, 2019
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Citation

Huyghe and Gruloos (2019a, November 10). Winning the lottery!. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/winning-the-lottery-


Research papers

The alchemical marriage of Big Data and Qual

This presentation talks about the hybrid approach combining big data analytics and qualitative research - with a special spotlight on Kenya and Ethiopia.

Catalogue: Fusion 2019
Authors: Victor Ikawa, Sergey Sheykhetov
Companies: Safaricom, Kantar
November 10, 2019
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Citation

Ikawa and Sheykhetov (2019a, November 10). The alchemical marriage of Big Data and Qual. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/the-alchemical-marriage-of-big-data-and-qual


Research papers

Let them speak!

In qualitative research, much can be gained by starting with broad questions which allow the respondents to express an attitude, behaviour, or thought rather than leading them with more pointed questions. But groups and depths are limited by time and...

Catalogue: Asia Pacific 2019
Author: Anne-Marie Moir
May 22, 2019
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Citation

Moir, A. (2019a, May 22). Let them speak!. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/let-them-speak-


Research papers

Loohcal media, gloohbal measurement

Out-of-Home (OoH) media has always been in trouble regarding measurements. Although great effort, resources, money and time has been spent in many countries, the complexity of the media - due to its geographical dispersion, volume and granularity -...

Catalogue: Latin America 2019
Author: Daniel Cuende
Company: Cuende Infometrics
April 7, 2019
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Citation

Cuende, D. (2019a, April 07). Loohcal media, gloohbal measurement. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/loohcal-media-gloohbal-measurement


Research papers

From ground up to the sky!

Imagine that you can see everything from the sky, imagine that you can track all the movements of the people in each city, imagine you crunch all the numbers, think how many decisions would help this data, imagine how outdoor media would transform...

Catalogue: Congress 2016: #WOW
Author: Daniel Cuende
September 22, 2016
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Citation

Cuende, D. (2016a, September 22). From ground up to the sky!. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/from-ground-up-to-the-sky--8869


Research papers

Bringing mindfulness into micro moments

In an ideal world, we would all be mindful every moment of our lives & keep track of exactly how we feel and what we are thinking. However, about 47% of our waking hours are spent thinking about what isn't going on. Consumer research often relies...

Catalogue: Asia Pacific 2016: Get Connected!
Authors: Sushma Panchawati, Jayadevan Ambat, Prithvi Raj, Ravi Dixit
Company: Nielsen
May 19, 2016
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Citation

Panchawati, Ambat, Raj and Dixit (2016a, May 19). Bringing mindfulness into micro moments. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/bringing-mindfulness-into-micro-moments


Research papers

Hybrid studies can enrich and cheapen at the same time?

At the same time that we admit that online surveys are not yet representative of the national population in Brazil, there is no doubt that it is now possible to perform hybrid studies and obtain the contribution of the "online" for ...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Laure Castelnau, Paula Yamakawa, Helio Gastaldi
Company: IBOPE Inteligencia
June 15, 2015
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Citation

Castelnau, Yamakawa and Gastaldi (2015a, June 15). Hybrid studies can enrich and cheapen at the same time?. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/hybrid-studies-can-enrich-and-cheapen-at-the-same-time-