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Research papers

New Technologies Call for Discussion

We live in a time of VUCA (volatility, uncertainty, complexity, and ambiguity). It is difficult to predict the future as an extension of the present, because so many things happen that are impossible to predict. Who could have predicted the COVID-19...

Catalogue: Asia Pacific 2023 - Innovation
Author: Noriko Kishida
November 22, 2023
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Citation

Kishida, N. (2023a, November 22). New Technologies Call for Discussion . ANA - ESOMAR. Retrieved October 12, 2024, from


https://ana.esomar.org/documents/new-technologies-call-for-discussion-


Videos
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Citation

Haglund and Wiren (2023a, October 05). The New Marketing Renaissance. ANA - ESOMAR. Retrieved October 12, 2024, from


https://ana.esomar.org/documents/the-new-marketing-renaissance-12180


Videos

Empowering Creativity

Redefining research's role in the creative process

Catalogue: Congress 2023
Author:
Companies: Kantar, Virtual Incentives, itracks
October 5, 2023
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Citation

(2023a, October 05). Empowering Creativity. ANA - ESOMAR. Retrieved October 12, 2024, from


https://ana.esomar.org/documents/empowering-creativity


Videos
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Citation

Kishor, A. (2023a, October 05). Building a culture of Creative Effectiveness by WARC. ANA - ESOMAR. Retrieved October 12, 2024, from


https://ana.esomar.org/documents/building-a-culture-of-creative-effectiveness-by-warc


Videos

Algorythms for Glocal Effectiveness

Unlike love stories, where the plot initially unfolds in a joyful and colourful mood, this business case takes placein the middle of harsh pressing forces. The first of those is a challenge our industry has been debating forseveral years now:...

Catalogue: Congress 2022: 75th Anniversary
Author:
September 23, 2022
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Citation

(2022a, September 23). Algorythms for Glocal Effectiveness. ANA - ESOMAR. Retrieved October 12, 2024, from


https://ana.esomar.org/documents/algorythms-for-glocal-effectiveness-11935


Research papers

Algorythms for Glocal Effectiveness

Unlike love stories, where the plot initially unfolds in a joyful and colourful mood, this business case takes placein the middle of harsh pressing forces. The first of those is a challenge our industry has been debating forseveral years now:...

Catalogue: Congress 2022: 75th Anniversary
Authors: Begonia Fafian, Javier Quinones, Patricia Olivares
Companies: The Coca-Cola Company , Foster & Flow
September 23, 2022
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Citation

Fafian, Quinones and Olivares (2022a, September 23). Algorythms for Glocal Effectiveness. ANA - ESOMAR. Retrieved October 12, 2024, from


https://ana.esomar.org/documents/algorythms-for-glocal-effectiveness


Research papers

The relationship between research and the creative process

Making research play its part not only before and after the creative process, but during the process. Traditionally, research was used to make preliminary studies , then to make tests on the finished advertisement. With the approach which we propose,...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Henri Joannis
June 1, 1966
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Citation

Joannis, H. (1966a, June 01). The relationship between research and the creative process. ANA - ESOMAR. Retrieved October 12, 2024, from


https://ana.esomar.org/documents/the-relationship-between-research-and-the-creative-process


Research papers

The opportunities and limitations of creative research

My paper is a plea for common sense in creative research. Research can make an enormous contribution to the development of effective advertising, but it remains a rough-and-ready affair for all the apparent sophistication of some of the systems...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: John J. Stork
June 1, 1966
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Citation

Stork, J. J. (1966a, June 01). The opportunities and limitations of creative research. ANA - ESOMAR. Retrieved October 12, 2024, from


https://ana.esomar.org/documents/the-opportunities-and-limitations-of-creative-research


Research papers

Co-operation between creative and market research groups in developing campaigns

The attitude in Benton & Bowles was that research is not a substitute for creativity; instead, research provides the facts upon which the creative team can go to work. Research also provides facilities by which the creative men can find out...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Johan Aucamp
Company: ESSO
June 1, 1966
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Citation

Aucamp, J. (1966a, June 01). Co-operation between creative and market research groups in developing campaigns . ANA - ESOMAR. Retrieved October 12, 2024, from


https://ana.esomar.org/documents/co-operation-between-creative-and-market-research-groups-in-developing-campaigns-