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Research papers

Positive gender portrayal in advertising

This paper describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we...

Catalogue: Congress 2018
Author: Andrew Geoghegan
Company: Diageo
September 23, 2018
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Citation

Geoghegan, A. (2018a, September 23). Positive gender portrayal in advertising . ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/positive-gender-portrayal-in-advertising--9389


Videos

Positive gender portrayal in advertising

Using cultural insight across every continent, Diageo has developed an insight-led framework to help its marketers avoid stereotypes and represent gender more positively in its brand communications.

Catalogue: Congress 2018
Author: Andrew Geoghegan
Company: Diageo
September 23, 2018
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Citation

Geoghegan, A. (2018a, September 23). Positive gender portrayal in advertising . ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/positive-gender-portrayal-in-advertising-


Research papers

Performance: The "F word"

We are paralyzed by information and data. But what happens with emotions and how can it shape a research process and insight generation and understanding? We want to make audience FEEL how female representations have shaped female consumption over...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Mariela Mociulsky, Ximena Díaz Alarcón, Eugenia Tarzibachi
Company: Trendsity SRL
March 19, 2018
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Citation

Mociulsky, Alarcón and Tarzibachi (2018a, March 19). Performance: The "F word". ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/performance-the-f-word-


Videos

Gender bias in brands and business

Businesses and brands have an opportunity to grow market share by better meeting the need of both genders. However, it can be challenging to identify the opportunities when gender bias, particularly unconscious gender bias, obscures them. This paper...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Amy Fridlund, Nikki Feld
Company: KANTAR TNS Malaysia
December 4, 2017
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Citation

Fridlund and Feld (2017a, December 04). Gender bias in brands and business. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/gender-bias-in-brands-and-business-9205


Videos

All the little things

I am 45 years old and have never held hands with a lover in public, shared Irish drag queen Panti in an impassioned defence of free speech in Ireland, after she was heavily criticised for calling out homophobes in the media. Ireland's foremost...

Catalogue: Congress 2015: Revelations
Author: Panti Bliss
June 15, 2015
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Citation

Bliss, P. (2015a, June 15). All the little things. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/all-the-little-things


Videos

Ireland and same-sex marriage

Eliciting reliable and credible data from marginalised populations without compromising their safety is a dream of LGBT advocacy throughout the world. New survey technologies offer such a potential. Working in collaboration with ILGA (International...

Catalogue: Congress 2015: Revelations
Authors: Aengus Carroll, Eric Meerkamper
June 15, 2015
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Citation

Carroll and Meerkamper (2015a, June 15). Ireland and same-sex marriage. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/ireland-and-same-sex-marriage


Research papers

Gender differences and their importance to qualitative research

The paper seeks to review and assess whether there are differences between male and female respondents and their communications modalities which would suggest that the ways in which we recruit and interview qualitative samples should be modified, or...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Author: Neil McPhee
November 10, 2002
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Citation

McPhee, N. (2002a, November 10). Gender differences and their importance to qualitative research. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/gender-differences-and-their-importance-to-qualitative-research