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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
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Citation

Quevedo and Guima (2023a, April 25). Conn-Action . ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/conn-action-


Research papers

Marketing beyond instincts

In this paper, we will seek to outline:- The specific problem facing us in Japan;- Why it was important to adopt a new method to derive answers;- The results of our research and what new insights we garnered;- How we went about maximizing the impact...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Gigi Leung, Vanessa Oshima, Daphne Mavroudi-Chocholi
Companies: Johnson & Johnson, machineVantage
November 2, 2020
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Citation

Leung, Oshima and Mavroudi-Chocholi (2020a, November 02). Marketing beyond instincts. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/marketing-beyond-instincts


Research papers

Inca Kola reconnection strategy

Identifying with the true Peruvian - their background, that which is evident with each tasty meal of unique seasoning, that which knows resilience and to overcome any obstacle in order to move forward with ingenuity. "Who" that the Peruvian is, Inca...

Catalogue: Latin America 2020 - Insights Festival
Authors: Fabian Jalife, Tomas Gross
Companies: The Coca-Cola Company , BMC Strategic Innovation
October 19, 2020
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Citation

Jalife and Gross (2020a, October 19). Inca Kola reconnection strategy . ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/inca-kola-reconnection-strategy-


Research papers

Blinded technology

2020, a pivotal year that was set as a time-stamp on many business strategies and plans over the past years. So, how many companies have set up a 2020 strategy over the last decade? Have tried to envision how their business will look by then? Have...

Catalogue: Latin America 2020 - Insights Festival
Author: Tom De Ruyck
Company: InSites Consulting
October 19, 2020
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Citation

De Ruyck, T. (2020a, October 19). Blinded technology. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/blinded-technology


Research papers

From customer satisfaction to customer experience

Customer Experience research approach at Banco do Brasil enabled greater respondents' engagement, gathered useful insights from multiple feedback channels in real-time, guiding decisions and boosting the Customer Centric culture in the organization.

Catalogue: Latin America 2020 - Insights Festival
Authors: Flavia Lage, Marco Antonio Gomes, Karen Russi
Companies: Brain Brand Strategy, Banco do Brasil
October 19, 2020
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Citation

Lage, Gomes and Russi (2020a, October 19). From customer satisfaction to customer experience. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/from-customer-satisfaction-to-customer-experience


Research papers

The consumer matrix: How to save the humans

We want to quantify and categorize people, we try to create algorithms to predict unpredictable human lives and shove people into focus groups with two way mirrors, feed them crap snacks and hope to understand how they live their lives and how our...

Catalogue: Insights Festival 2020
Author: Gabriela McCoy
Company: Bacardi
September 15, 2020
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Citation

McCoy, G. (2020a, September 15). The consumer matrix: How to save the humans. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/the-consumer-matrix-how-to-save-the-humans-11593


Research papers

A ton of data and an ounce of emotion

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 10.0px Helvetica}It takes not only data to optimize CRM communication strategy. To create communication appealing to humans, Human Centered Design approach is the obligatory roadmap. Importance of data is...

Catalogue: Fusion 2019
Authors: Leszek Haba, Piotr Idzik
Company: MASMI
November 10, 2019
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Citation

Haba and Idzik (2019a, November 10). A ton of data and an ounce of emotion. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/a-ton-of-data-and-an-ounce-of-emotion


Research papers

Quick qual manifesto

From ethnography to rapid ethnography to insights sprints, it seems like there is a constant request for faster results. How can we tackle this without compromising the essence of user-centered design? Quick Qual Manifesto aims to explain how.

Catalogue: Fusion 2019
Authors: Nasly Liliana Galindo Quiroga, Gabriel Escalante
Company: INSITUM
November 10, 2019
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Citation

Galindo Quiroga and Escalante (2019a, November 10). Quick qual manifesto. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/quick-qual-manifesto


Research papers

Unscripting the script

Designing provocative conversations with consumers and stakeholders to spark strategic imagination.

Catalogue: Fusion 2019
Author: Manisha Dikshit
Company: Consumer Faces
November 10, 2019
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Citation

Dikshit, M. (2019a, November 10). Unscripting the script. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/unscripting-the-script