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Research papers

Spinning a yarn

This paper addresses some of the differences between older and younger brains and how they code information. It takes the reader on a journey of creative techniques that can help researchers move beyond rational claims and elicit deeper feelings that...

Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Author: Sarah Hamburger
March 20, 2011
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Citation

Hamburger, S. (2011a, March 20). Spinning a yarn. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/spinning-a-yarn


Research papers

Storytelling with international millionaires

This paper is the story of how UBS, their global advertising agency Publicis and Spring looked at the rarefied world of High Net Worth Individuals, using innovative storytelling research to understand the key relationship dynamics that drove them....

Catalogue: Congress 2008: Frontiers
Authors: Sarah Hamburger, Patricia Lawry
September 26, 2008
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Citation

Hamburger and Lawry (2008a, September 26). Storytelling with international millionaires. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/storytelling-with-international-millionaires


Research papers

A quest for answers

Everyone wants to know why consumers choose brand A, switch from A to B, believe X and behave in certain ways. Yet most of the time, consumers don't know whyThis presentation looks at alternatives to why and more broadly, the best questioning methods...

Catalogue: Congress 2007: Excellence
Authors: Sarah Hamburger, Stephen Phillips
September 19, 2007
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Citation

Hamburger and Phillips (2007a, September 19). A quest for answers. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-quest-for-answers