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Research papers

From Prejudice to Pride to Progress

How research helped the German government "get diversity" and build a bridge to the LGBTQIA*community, allowing truth to speak to power Inclusion and diversity have become central to very many corporate, brand and governmentalambitions over the past...

Catalogue: Dynamic. Diverse. Digital
Authors: Oliver Schieleit, Edward Appelton, Dolores Domke
Companies: Happy Thinking People, Hochhaus Agentur GmbH
June 21, 2022
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Citation

Schieleit, Appelton and Domke (2022a, June 21). From Prejudice to Pride to Progress. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/from-prejudice-to-pride-to-progress


Webinars

eTrack® - Agile quant-qual pre-testing for real-time assessment and deeper understanding

eTrack® is a quant-qual methodology for pre-testing and concept screening that Happy Thinking People has been running in live sessions for over 20 years. It provides quick and actionable results, robust numbers and clear recommendations for...

Catalogue: Webinars 2020
Author: Sven Arn
Company: Happy Thinking People
October 15, 2020
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Citation

Arn, S. (2020a, October 15). eTrack® - Agile quant-qual pre-testing for real-time assessment and deeper understanding. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/etrack---agile-quant-qual-pre-testing-for-real-time-assessment-and-deeper-understanding


Webinars

Bitter sweet symphony

Suze is a traditional French aperitif, born in 1889. The iconic logo and the yellow brand colours are well known from posters, brasserie carafes and wall murals in French towns. But the brand itself had become quite dated. Suze was increasingly only...

Catalogue: Webinars 2019
Author: Sven Arn
Company: Happy Thinking People
March 18, 2019
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Citation

Arn, S. (2019a, March 18). Bitter sweet symphony. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/bitter-sweet-symphony-9518


Case studies

Bitter sweet symphony

Suze is a traditional French aperitif, born in 1889. The iconic logo and the yellow brand colors are well known from posters, brasserie carafes, and wall murals in French towns. But the brand itself had become quite dated. We applied semiotics to...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Juliette Margerand, Sven Arn
Company: Happy Thinking People
November 11, 2018
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Citation

Margerand and Arn (2018a, November 11). Bitter sweet symphony. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/bitter-sweet-symphony


Videos

Bitter sweet symphony

Suze is a traditional French aperitif, born in 1889. The iconic logo and the yellow brand colors are well known from posters, brasserie carafes, and wall murals in French towns. But the brand itself had become quite dated. We applied semiotics to...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Juliette Margerand, Sven Arn
Company: Happy Thinking People
November 11, 2018
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Citation

Margerand and Arn (2018a, November 11). Bitter sweet symphony. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/bitter-sweet-symphony-9443


Videos

Out with words - Are pictures the new black?

A mobile research experiment replacing words entirely with “enhanced” pictures.In this paper we describe the experiment we conducted using solely pictures, including key learnings from such a methodology, and its implications for future...

Catalogue: Congress 2017: Visionary
Authors: Sarah Jin, Anton Kozka
Company: Happy Thinking People
November 27, 2017
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Citation

Jin and Kozka (2017a, November 27). Out with words - Are pictures the new black?. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/out-with-words---are-pictures-the-new-black--9193


Research papers

Out with words - Are pictures the new black?

In this paper we describe the experiment we conducted using solely pictures, including key learnings from such a methodology, and its implications for future market research projects. We also discuss the need for market research to adapt to new...

Catalogue: Congress 2017: Visionary
Authors: Sarah Jin, Anton Kozka
Company: Happy Thinking People
September 4, 2017
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Citation

Jin and Kozka (2017a, September 04). Out with words - Are pictures the new black?. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/out-with-words---are-pictures-the-new-black-


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 19, 2024, from


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


Research papers

Retail's next top model

Marketers have always asked researchers for a model that represents consumer decision-making in an easy-to-work-with format. Naturally, researchers have tried to simplify the real life context to an often-linear step-by-step process, from need via...

Catalogue: Global Qualitative 2015: Creative! Collaborative! Cool!
Authors: Lilli Mix, Janine Katzberg
Company: Happy Thinking People
November 18, 2015
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Citation

Mix and Katzberg (2015a, November 18). Retail's next top model. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/retail-s-next-top-model