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Research papers

Mastering the Behavioural Science Maze

In our daily life, we are constantly flooded with information: while shopping at a grocery store we hear music, we are surrounded with logos and packaging of different brands and marketing tactics, we see and interact with other customers or workers,...

Catalogue: North America 2024 - Innovation
Authors: Michelle Niedziela, Sophia Stafford
Company: HCD Research
July 5, 2024
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Citation

Niedziela and Stafford (2024a, July 05). Mastering the Behavioural Science Maze . ANA - ESOMAR. Retrieved June 13, 2026, from


https://ana.esomar.org/documents/mastering-the-behavioural-science-maze-


Research papers

PacMachine

Pac-Man doesn't run on his own; he needs the player to guide him to victory. Pac-Man, an icon of the 1980s, is a yellow, pie-shaped character who travels around a maze trying to eat dots and avoid four hunting ghosts. But, what does Pac-Man really...

Catalogue: North America 2024 - Innovation
Authors: Ipsita Ghosh, Daniella Gold
Companies: Kimberly-Clark, ?What if! Innovation
July 5, 2024
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Citation

Ghosh and Gold (2024a, July 05). PacMachine. ANA - ESOMAR. Retrieved June 13, 2026, from


https://ana.esomar.org/documents/pacmachine


Research papers

Editorial

Over the past 25 years, I have witnessed the radical transformation of an industry that has thrived thanks to the synergy between technology and data analysis. I fondly recall the hours I spent processing tables in SPSS, building presentations in...

Catalogue: Latin America 2024
Author: Pedro Fernandez Ayala
Company: AB InBev
April 24, 2024
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Citation

Fernandez Ayala, P. (2024a, April 24). Editorial. ANA - ESOMAR. Retrieved June 13, 2026, from


https://ana.esomar.org/documents/editorial-12364


Research papers

Mapping the Emotional Landscape

Learn how to leverage the power of emotions to connect with consumers more deeplyHow do customers react emotionally to your product content, prices and products? And how do those responses impact their choices?Emotions are the hidden catalysts...

Catalogue: Latin America 2024
Author: Jorge Quesada
Company: SKIM
April 24, 2024
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Citation

Quesada, J. (2024a, April 24). Mapping the Emotional Landscape. ANA - ESOMAR. Retrieved June 13, 2026, from


https://ana.esomar.org/documents/mapping-the-emotional-landscape


Research papers

In Dubious Battle

Telecom, the most important telecommunications holding in Argentina, approached us with a clear need. They wanted to launch, in the shortest possible time, a new feature for its virtual wallet (Personal Pay) addressed specifically to a target they...

Catalogue: Latin America 2024
Author: Carolina Perrot
Company: UUEVO
April 24, 2024
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Citation

Perrot, C. (2024a, April 24). In Dubious Battle. ANA - ESOMAR. Retrieved June 13, 2026, from


https://ana.esomar.org/documents/in-dubious-battle


Research papers

Targeted Curiosity at Cathay Pacific

Cathay Pacific seeks to ?move beyond? by extending its home market from Hong Kong (~7 million people) to the Mainland Greater Bay Area (GBA) (~76 million people), and becoming a premium lifestyle brand. It seeks to do this in a difficult time for the...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Melissa Yow, Nick Clarke, Carissa Cater
Companies: Forethought, Cathay Pacific
November 22, 2023
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Citation

Yow, Clarke and Cater (2023a, November 22). Targeted Curiosity at Cathay Pacific . ANA - ESOMAR. Retrieved June 13, 2026, from


https://ana.esomar.org/documents/targeted-curiosity-at-cathay-pacific-


Research papers

Improving the Planet One Snack at a Time

It?s not often that a marketer and a researcher get together to explore, identify and work towards fine-tuning the business purpose, positioning and targeting for an ambitious start up with a global view, to birth a focused pilot. This is what helped...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Joy Ganvik, Rahul S Verghese
Companies: SA Market Insights, Tracism
November 22, 2023
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Citation

Ganvik and Verghese (2023a, November 22). Improving the Planet One Snack at a Time. ANA - ESOMAR. Retrieved June 13, 2026, from


https://ana.esomar.org/documents/improving-the-planet-one-snack-at-a-time


Research papers

Unlocking Channel Insights via Open Data

On-premise channels (establishments such as restaurants, cafes, bars, pubs and nightclubs which are licensed to serve alcohol) insights are currently hard to access or purchase. Typically, this data is only available at an aggregated level with...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Luc Koppens, Ashvinder Brar, Terence Tan, Andrea Chong
Companies: Sythesis, Brown-Forman
November 22, 2023
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Citation

Koppens, Brar, Tan and Chong (2023a, November 22). Unlocking Channel Insights via Open Data. ANA - ESOMAR. Retrieved June 13, 2026, from


https://ana.esomar.org/documents/unlocking-channel-insights-via-open-data


Research papers

In-The-Moment Mobile Research Informing Marketing Strategy Like Research Never Has Before

As a human insights-driven organisation, URC requires accurate and robust consumer information to inform marketing strategy and the innovation pipeline. Historically this was achieved via large category specific U&A studies, which would then...

Catalogue: Asia Pacific 2023 - Innovation
Authors: James Fergusson, Karen Reyes
Companies: URC, MDI
November 22, 2023
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Citation

Fergusson and Reyes (2023a, November 22). In-The-Moment Mobile Research Informing Marketing Strategy Like Research Never Has Before. ANA - ESOMAR. Retrieved June 13, 2026, from


https://ana.esomar.org/documents/in-the-moment-mobile-research-informing-marketing-strategy-like-research-never-has-before