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Aha to Haha? Humour, insight and the films of M Night Shyamalan

Tas will deliver a paean to serendipity, obliquity and incongruity in a world obsessed with prediction, control, KPIs, metrics and 'tick-boxing'.He will cover 3 broad areas:Why so serious? The arithmocracy, the obsessive workshop of data and facts...

Catalogue: Insights Festival 2020
Author: Anthony Tasgal
September 16, 2020

Research papers

Researching a joke, are you kidding me?

When can a brand benefit from laughter and is it possible to research a joke? Through a combination of consumer investigation and semiotic decoding, we were able to arrive at a framework that we believe will help brands navigate this complex space....

Catalogue: Asia Pacific 2019
Authors: Radhika Venkatarayan, Prasunika Priyadarshini
Company: Karvy Insights Limited
May 22, 2019


Just kidding (Spanish)

Just after food, humor is an important symbol of Mexican pride. We like to think that our humor is unique and unmatched, which has turned it into a given for all Mexicans and, thus, a difficult subject to approach through traditional methodologies....

Catalogue: Latin America 2017: #IN
Authors: Pamela Gutierrez Sanchez, Salvador Mata
June 15, 2017

Research papers

Measuring jokes

Humour and market research do not really have large, directly overlapping areas. If we do a search on Google on the word 'humour' we find that the content that is relevant to our purposes is mainly focusing on the link between humour and psychology....

Catalogue: Qualitative 2008: Consumer Choice
Author: György Pásztor
Company: KANTAR TNS Malaysia
November 20, 2008