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Research papers

Cracking the code of impactful advertisement: How to appeal to both Gen Z and grown-ups?

In this study, the conscious findings are aimed to be blended with the target audience's emotional reactions to get a 360 degree insight what attracts Generation Z in TV commercials and whether these cause a tension for the grown-ups. Within...

Catalogue: Congress 2017: Visionary
Authors: Yener Girisken, Secil Hasegeli Yagli
Company: ThinkNeuro
September 5, 2017

Research papers

Youth in flux

Youth In Flux examines the new reality of youth around the world, their individual and collective goals, and the life strategies they use to survive and thrive in a difficult world. Learn how a highly collaborative process between client, agency and...

Catalogue: Congress 2017: Visionary
Authors: Pernille Kok-Jensen, James Guerrier, Christian Kurz, Sammy Kong
Company: MARE
September 4, 2017

Videos

Videos

Just kidding (Spanish)

Just after food, humor is an important symbol of Mexican pride. We like to think that our humor is unique and unmatched, which has turned it into a given for all Mexicans and, thus, a difficult subject to approach through traditional methodologies....

Catalogue: Latin America 2017: #IN
Authors: Pamela Gutierrez Sanchez, Salvador Mata
June 15, 2017

Research papers

The walking Z

Every generation writes their own story. Up-close and personal with GenerationZ!Winning young consumers when they have reached legal drinking age is of highest priority for AB-InBev. In order to predict what the future of marketing could look like,...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Marco Gruhn, Kerstin Klaer
Company: AB InBev
November 16, 2016

Research papers

Domestic dudes

This paper focuses on the manifestation of masculinity in the domestic space in India, one that demonstrates signs of reduction of gender differences and of emergence of alternative domestic masculinity that actively engages itself with everyday...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Author: Sandeep Dutta
Company: KANTAR TNS Malaysia
November 16, 2016

Research papers

The world of short form video for post millennials

This paper discusses key trends in short form video viewing, and makes some predictions for how snack-able consumption will change among post Millennials (under 16s) and the implications for broadcaster strategy. The analysis focuses in three key...

Catalogue: Congress 2016: #WOW
Author: Nadine Bailey
September 22, 2016

Research papers

Generational effects in market research effectiveness

There is a growing belief in the marketing industry that traditional market research tracking methods are less predictive of millennial behaviour than for that of older generations and that Millennials can best be understood and measured by their...

Catalogue: Congress 2016: #WOW
Authors: Seth Duncan, Kelley Sternhagen
September 22, 2016

Research papers

The potential power of digital creative

While digital media spend continues to grow exponentially, particularly in video and mobile platforms, creative is generally an after-thought when marketers are planning a digital campaign. While the ad industry provides a range of creative options,...

Catalogue: Congress 2016: #WOW
Authors: Cortney Henseler, Samuel Kim, Matthew Sharp
September 22, 2016