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Research papers

Zalando: The journey from data to emotion

This paper discusses the importance of a comprehensive brand understanding and thus the essential need for qualitative market research for Zalando as a mainly data-driven company. To illustrate and support empirically, we have documented a case study...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Sebastian Prassek, Anne Strauss
Company: Happy Thinking People
November 16, 2016
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Citation

Prassek and Strauss (2016a, November 16). Zalando: The journey from data to emotion. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/zalando-the-journey-from-data-to-emotion-8919


Research papers

Sound research

"How can we increase brand consideration and purchase intention." This is a fundamental question that any consumer brand faces. This is exactly what SONOS, the pioneer of the wireless home audio market, wanted to explore further. The first step was...

Catalogue: Congress 2016: #WOW
Authors: David Feick, Frank Buckler
September 22, 2016
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Citation

Feick and Buckler (2016a, September 22). Sound research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/sound-research-8887


Research papers

Gaining marketing-relevant knowledge from social media photos

The flood of photos on social media is overwhelming. Every single day, Facebook users upload an average of 351 million images. These snapshots not only provide insights into the users' lives, but also reflects their attitudes and experiences with...

Catalogue: Congress 2016: #WOW
Authors: Raimund Wildner, Carolin Kaiser
Company: GfK
September 22, 2016
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Citation

Wildner and Kaiser (2016a, September 22). Gaining marketing-relevant knowledge from social media photos. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/gaining-marketing-relevant-knowledge-from-social-media-photos-8871


Research papers

The game-changing generation

Millennials are adopting new technologies and changing buying behaviors, resulting in challenges that brands need to tackle. Understanding Millennials required adapting the research approach: conducting the survey on smartphones, and more...

Catalogue: Congress 2016: #WOW
Authors: Patricia Dominguez, Joyce van Heeswijk, Julia Goernandt, Cori Deutsch, Nijat Mammadbayli
Company: SKIM
September 22, 2016
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Citation

Dominguez, van Heeswijk, Goernandt, Deutsch and Mammadbayli (2016a, September 22). The game-changing generation. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-game-changing-generation-8889


Research papers

NextGen

There are fascinating differences between emerging economies and developed ones in how people consume news – and for that matter the role news plays in their lives. Understanding these differences will be critical to news organisations in a...

Catalogue: Congress 2016: #WOW
Authors: Kevin Cowan, Santanu Chakrabarti
September 22, 2016
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Citation

Cowan and Chakrabarti (2016a, September 22). NextGen. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/nextgen-8885


Research papers

The new norm for understanding retail behaviour of mobile-centric consumers

The marketing buzz about mobile-first is driven by the change mobile devices created with consumers, disrupting the rules of engagement. Marketers are challenged with testing new tactics & finding new ways to engage consumers. Large data sets...

Catalogue: Congress 2016: #WOW
Authors: Maria Domoslawska, Alistair Goodman
Company: Research Now SSI
September 22, 2016
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Citation

Domoslawska and Goodman (2016a, September 22). The new norm for understanding retail behaviour of mobile-centric consumers. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-new-norm-for-understanding-retail-behaviour-of-mobile-centric-consumers-8891


Videos

Recall or re-enact?

How much of a role does the search engine play in the online purchasing journey? What about social media, cyber influencers, and the e-commerce sites?As part of HP's pursuit to understand the customer's digital footprint, HP embarked on a partnership...

Catalogue: Asia Pacific 2016: Get Connected!
Authors: Ng Chong Hin, Evelyn Chok, Jinyu Lim, Nidhi Khanwalkar, Hui Xin Cheah
Company: Consulting Group - Asia Insight Pte. Ltd.
June 15, 2016
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Citation

Chong Hin, Chok, Lim, Khanwalkar and Cheah (2016a, June 15). Recall or re-enact?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/recall-or-re-enact-


Videos

Sound research

How SONOS boosted its growth trajectory by leveraging a universal structure modeling

Catalogue: Congress 2016: #WOW
Authors: David Feick, Frank Buckler
June 15, 2016
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Citation

Feick and Buckler (2016a, June 15). Sound research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/sound-research


Videos

How to save two industries and make a little money

Digital Segment Targeting is the name we give to a new set of techniques that involve scaling up attitudinal data via lookalike modelling to identify a large constituency within the general population that are likely to have the same attitudes, and...

Catalogue: Asia Pacific 2016: Get Connected!
Author: Alistair Leathwood
Company: KANTAR TNS Malaysia
June 15, 2016
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Citation

Leathwood, A. (2016a, June 15). How to save two industries and make a little money. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-to-save-two-industries-and-make-a-little-money