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Research papers
Breaking the Fourth Wall: Future Formats for Effective Advertising
How we as humans connect, communicate and create has permanently changed, and the future lies in breaking the fourth wall?the wall behind us, the wall we can?t see. From the metaverse to TikTok challenges, the public is clamouring for blended,...
Catalogue: Congress 2023
Authors: Lisa Speck, Steve Silvers
September 27, 2023
Research papers
Conn-Action
In many cases, advertising pre-tests are seen as uncomfortable exams brands have to pass before executing a campaign; as strange as it sounds, we are used to failing them. Approximately 75% of campaigns pre-tested for the first time fail such...
Catalogue: Latin America 2023
Authors: Monica Quevedo, Vanessa Guima
Company: Alicorp
April 25, 2023
Research papers
Are you OK Zoomers?
To understand Gen Z?s core challenges, values and desires, and prepare for potential shifts in consumer behaviour, Coca-Cola LatAm has engaged in a quantitative study among Gen Z (or Zoomers) in Argentina, Mexico, Colombia and Brazil, benchmarking...
Catalogue: Latin America 2023
Authors: Joeri Van den Bergh, Magdalena Garcia Grisanti, Javier Barrera
Companies: The Coca-Cola Company , Human8
April 25, 2023
Research papers
Shaping the Future in Uncertain Times
COVID-19 threatened both human lives and the worldwide economy. The threat caused uncertainty and this was reflected in consumer habit adjustments?both in purchase and consumption?made by the population. With the lockdowns, sales of consumer goods...
Catalogue: Latin America 2023
Authors: Jorge Galvan, Elisa Romo de Vivar Villasana
Company: Danone
April 25, 2023
Research papers
Enhancing an Advertising Space with a Single-Source View of its Audience
Measuring consumers? responses to advertising stimuli was a foundational demand for the industry. Since the very first days of the commercial use of radio and TV spaces, advertisers have commissioned researchers to find out if their targets were...
Catalogue: Latin America 2023
Authors: Ben Boix, Daniela Martinez, Alejandro Etchart
Company: A+E Networks Latin America
April 24, 2023
Research papers
The Reality of Seniors in the "Rapidly Aging" Country of Japan
When you think of Japan, what kind of image or perceptions do you have? Sushi? Mount Fuji? Anime and otaku culture? From a marketer's point-of-view, one major characteristic of Japan is that it is the "world's most rapidly ageing society.
Catalogue: Forecast. Forward. Faster
Authors: Licaco Tanaka, Akiko Koyasu
Company: Values, Inc.
February 28, 2023
Research papers
Don't Trust Your Brand Trust Score
Through a deeper understanding of the nature of trust between consumers and brands we have developedan innovative brand trust leadership model. Leadership brands in our brand trust model achieve a 50%increase in market share and double the levels of...
Catalogue: Congress 2022: 75th Anniversary
Author: Lyndall Spooner
Company: Fifth Dimension Research and Consulting
September 27, 2022
Research papers
