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Research papers

Virtual Frontiers

?The metaverse is here, and it?s not only transforming how we see the world but how we participate in it ? from the factory floor to the meeting room.?Satya Nadella, Chief Executive Officer of MicrosoftThis paper outlines learnings from our...

Catalogue: Congress 2023
Authors: Rupert Sinclair, Faye Soares, Katrin Scheibert
September 27, 2023

Research papers

Augmented Reality: A Critical Part of Your Toolkit

Technology has given us new ways to engage with consumers beyond traditional media and retail channels, and marketers are grappling with how to strategically use emerging tech to drive their businesses. Capturing consumer attention is harder than...

Catalogue: Congress 2023
Authors: Aarti Bhaskaran, Heather OShea
September 27, 2023

Research papers

Riding the Shockwaves

When we began our engagement with the British Army in 2020, many young people?s reference point for what being in the Army might be like was a reality TV gameshow. In the UK, the contemporary image of the combat soldier in popular culture and the...

Catalogue: Congress 2023
Authors: Luke Perry, Luke Mantell
September 27, 2023

Videos

ChatGPT, What?s All the Fuss?

In just a few short months, access to revolutionary new Artificial Intelligence (AI) tools has fundamentally shifted the way that thousands of companies conduct business, and as a fundamentally technology-driven industry, market research is changing...

Catalogue: Congress 2023
Authors: Sandy Casey, Tim Brewer
September 27, 2023

Videos

Power Up For Change!

Eco-anxiety is ?a chronic fear of environmental doom? (APA, 2017). It comes with ?feelings of loss, helplessness, frustration and guilt, as the sufferers feel they are unable to stop climate change?. Eco-anxiety has been on the rise for the past...

Catalogue: Congress 2023
Authors: Kelly McKnight, Adele James, Kimberley Howard, Emma Webster
Companies: , E.ON Next, Verve
September 27, 2023

Videos

Can AI (Computer Vision) Help Us to Evaluate Creatives at Large Scale?

Can artificial intelligence/machine learning help us define what bad or good ads are in terms of driving business results? We demonstrate a hybrid methodology of computer vision and human encoding to conduct large-scale creative meta-analysis at a...

Catalogue: Congress 2023
Author: Minh Nguyen
Company: Google
September 27, 2023

Videos

Empathy and its Role in a VUCA Business World

What sometimes seems like turbulence and tumult can often be a symphony in the making. Like a duet between jazz musicians or the famed ?Jugalbandi? from Indian classical music, where a spontaneous coming together starts with uncertainty but...

Catalogue: Congress 2023
Authors: Adrian Terron, Anju Joseph, Kavita Mahto
Companies: Quantum Consumer Solutions, TATA Group
September 27, 2023

Research papers

The Metaverse as a Research Laboratory

The metaverse?what a broad and fascinating concept. It is represented as a paradoxical blend of expectations as well as uncertainty, optimism and skepticism, technology and, also, human motivations. Nevertheless, in organisations like The Coca-Cola...

Catalogue: Congress 2023
Authors: Alejandro Prieto, Larissa Aieta, Rodrigo Alagon
September 27, 2023

Research papers

Innovation Takes the Wheel

Future transport technologies, like self-driving vehicles (SDVs), have the potential to deliver a range of economic and societal benefits, from reducing congestion to increasing mobility for those with disabilities. But these benefits will only be...

Catalogue: Congress 2023
Authors: Clare Palmer, Lucy Farrow, Rebecca Posner
September 27, 2023