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Research papers

Disrupting System 1 thinking: Better science for smarter marketing

Since the publication of Daniel Kahneman's Thinking Fast and Slow in 2012, there has been an explosion of interest in System 1 versus System 2 thinking and its applications to research, marketing and public policy. But - what if we have it...

Catalogue: Insights Festival 2020
Authors: Rich Timpone, Vinod Venkataraman, Tamara Ansons, Davide Baldo, Manuel Garcia-Garcia, Ornella Godard, Martin Schoeller, Colin Strong
Company: IPSOS
September 15, 2020

Research papers

Trends change, motivations do not

How to build age-less marketing campaigns that are relevant to the consumers? Revealing the impact of 'motivations' on sales in the brand echoverse using linguistic inquiry and machine learning.

Catalogue: Fusion 2019
Authors: Ezgi Akpinar, Serkan Ceran, Ilker Sermen, Merve Yigit Yontar
Companies: Ipsos MRBI, The Coca-Cola Company
November 10, 2019

Research papers

Unscripting the script

Designing provocative conversations with consumers and stakeholders to spark strategic imagination.

Catalogue: Fusion 2019
Author: Manisha Dikshit
Company: Consumer Faces
November 10, 2019

Research papers

Semiotics fused with digital media analytics, why wouldn't you?

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'; min-height: 14.0px}Digital media offers oceans of 'real data' but cannot of itself identify the human meanings....

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Preriit Souda, William Landell Mills
Company: PSA Consultants
September 8, 2019

Research papers

Innovation diffusion in the digital age

Grounded in social science, the first to know innovations diffusion demonstrates the role of different categories of innovators in spreading the word of mouth. Is it possible to combine it with a data system to further support its predictability?

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Author: Lida Huji
November 11, 2018

Research papers

The magical body mirror

The problem: Is there a fast and easy way to segment consumers in most contexts and across categories? Solution: Develop a new market segmentation model that helps predict personality dimensions, decision patterns, emotions, and attitudes towards...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Alejandro Salgado-Montejo, Ana Maria Moreno, Rodrigo Salgado, Daniela Greiffenstein, Jorge Alvarado
November 11, 2018

Research papers

Insight automation: Democracy, ethics and efficiency

In this paper, the journey from fragmented insight to insight automation- and the meaning of the term "insight automation" itself- will be explained, as will the benefits of having a strong platform and process in place to manage insight. This case...

Catalogue: Congress 2018
Authors: Jamie Rayner, Elizabeth P. Morgan
September 23, 2018

Research papers

Machine learning evolving computer vision

How to extract great insights from satellite imagery? Last few years have seen enormous growth on AI-based data-enrichment techniques. Automatic sentiment and topic identification in text documents have become ubiquitous. Image tagging and...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Mario Abarca, Moisés Arizpe, Horacio González Duhart, Gustavo Ramírez, Marco Iván Zepeda
Company: Kantar
March 14, 2018

Research papers

Triple E brand model

Many companies measure brand health from awareness, image and loyalty. These three variables are measured over time, but they do not really help manage brand growth and its contribution to business. We have created the Triple E model, which solves...

Catalogue: Latin America 2016: Research Renovation
Authors: Macarena Estévez, Ana Carreras
April 13, 2016