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Barry Callebaut strikes gold with the chocolate of the future

We demonstrate how we helped feed the innovation funnel of Barry Callebaut with product ideas that have a higher likelihood of success. We show the importance of working from a motivational and multi-sensory perspective in uncovering a completely new...

Catalogue: Congress 2018
Authors: Karin Loobuyck, Ludovic Depoortere
September 23, 2018


Fortune of the commons

We needed to understand motivations behind the consumption of a street snack known as "Snacks-locos", which was gaining popularity in different cities in Mexico. When we transformed the consumers into researchers, we not only received the best...

Catalogue: Congress 2018
Authors: Ines Cuevas, Sofia Zacarias
Company: De La Riva Group
September 23, 2018


The Heineken insight cloud

Heineken will share its experience in creating a cloud-based platform to socialize insights and drive marketing collaboration, and demonstrate how this tool enabled them to address human motivations and stay true to their positioning.

Catalogue: Congress 2018
Authors: Cristina Craciun, Jacobine Lotgering
August 23, 2018


State of the art of science and evidence based neuromarketing (Spanish)

Neuromarketing emerged during the late 90s, at which point brain-imaging techniques were not as developed as they are today. However, an increasing interest in depicting consumer motivation and brain function and structure emerged.?The ways in which...

Catalogue: Latin America 2017: #IN
Author: Jaime Romano
June 15, 2017


Mobile technology (Spanish)

Technology has become a new ingredient for social survival. These devices are not cheap, but day-to-day life is easier when we have access to them, for all socio-economic levels. At an emotional level, it's very important for people to be able to buy...

Catalogue: Latin America 2016: Research Renovation
Author: Armando Mora
Company: Ipsos MRBI
June 15, 2016


Twitter (Spanish)

The purpose of this research is to provide qualitative content analysis of motivation as a relevant category in the relationship between user and brand - in the Twitter context. One hundred Twitter profiles were downloaded, for the researcher's...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Andrea Marcela Durán Sánchez, María Angélica Aya Zarate
June 15, 2014


Research that sparks

For research to be inspiring, it shouldn’t only be relevant, but also something that sparks motivation for people to act. In our search for more inspirational research, we decided to start from the opposite angle: what are the limitations for...

Catalogue: Congress 2014: What Inspires?
Authors: Annelies Verhaeghe, Natalie Malevsky, Thijs Van de Broek
Company: InSites Consulting
June 15, 2014