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Research papers

Drive Innovation Success by Humanising AI

In today?s era of rapid technological change, two words effortlessly capture the force that is shaping tomorrow: artificial intelligence (AI). While nearly every industry is beginning to adopt AI, optimal applications for new product development are...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Colin Ho, Jiongming Mu
Company: Microsoft
November 22, 2023
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Citation

Ho and Mu (2023a, November 22). Drive Innovation Success by Humanising AI . ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/drive-innovation-success-by-humanising-ai-


Research papers

Moving Perceptions = More Revenue

How many times have you wondered whether you are pushing the right perception for an advertisingcampaign? Or how moving the hearts and minds of customers connects to ROI? These questions are difficultto answer and even more difficult to tie to actual...

Catalogue: Congress 2022: 75th Anniversary
Authors: Caroline Iurillo, Megan Lau
Company: Microsoft
September 23, 2022
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Citation

Iurillo and Lau (2022a, September 23). Moving Perceptions = More Revenue. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/moving-perceptions-more-revenue


Research papers

The new brand-perception battleground

Despite the investment, most customer and user experience tweaks are completely forgotten according to Kahneman's peak-end rule of memory. The stories that stick define your brand and decide your fate. We asked 3600 customers "What is your most vivid...

Catalogue: Insights Festival 2020
Author: David Evans
Company: Microsoft
September 15, 2020
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Citation

Evans, D. (2020a, September 15). The new brand-perception battleground. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/the-new-brand-perception-battleground-11581


Research papers

Fusion Forward

Reduced cost by 30%, increased impact and scope by 200% while working in a market undergoing huge foundational change.

Catalogue: Fusion 2019
Author: Barry Jennings
Company: Microsoft
November 10, 2019
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Citation

Jennings, B. (2019a, November 10). Fusion Forward. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/fusion-forward


Research papers

Enabling digital transformation

Market research's digital transformation takes more than new data and tools, but also requires motivating and enabling people to work differently.

Catalogue: Fusion 2019
Authors: Jeffrey Mercer, Marian Anderson
Company: Microsoft
November 10, 2019
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Citation

Mercer and Anderson (2019a, November 10). Enabling digital transformation. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/enabling-digital-transformation


Research papers

Four challenges of a new leader in an insights organisation

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'; min-height: 14.0px}Leaders need to create clarity, define structures and show vision, even when they don't know...

Catalogue: Congress 2019: The Global Data & Insights Summit
Author: Kajoli Tankha
Company: Microsoft
September 8, 2019
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Citation

Tankha, K. (2019a, September 08). Four challenges of a new leader in an insights organisation. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/four-challenges-of-a-new-leader-in-an-insights-organisation


Research papers

From glass half full to glass overflowing

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}Our journey to better understand the impact of advertising dollars on sales beyond the short run. Operating on a hunch, we ventured to harness the wealth of customer perception data...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Robert Graves, Bernard Brenner, Akaash Nanda
Company: Microsoft
September 8, 2019
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Citation

Graves, Brenner and Nanda (2019a, September 08). From glass half full to glass overflowing. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/from-glass-half-full-to-glass-overflowing


Research papers

From Big Data to big decisions

In a world of Big Data and an ever-widening variety of data types, technological tools and infrastructure, while not glamorous, are mission-critical to insights creation and building a data-driven business culture. Microsoft's Market Research team...

Catalogue: Big Data World 2016: Understanding People Through Smart Data
Authors: Reed Cundiff, Ilana Saarikko
Company: Microsoft
November 18, 2016
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Citation

Cundiff and Saarikko (2016a, November 18). From Big Data to big decisions. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/from-big-data-to-big-decisions-8925


Research papers

Pushing the envelope

A major stress point for media researchers today is the inadequacy of established approaches in generating insights for the planning and buying of new and emerging ad media. On one hand we are constantly pushed towards sample-based, quantitative...

Catalogue: Congress 2008: Frontiers
Author: Beth Uyenco
Company: Microsoft
September 26, 2008
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Citation

Uyenco, B. (2008a, September 26). Pushing the envelope. ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/pushing-the-envelope