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Research papers

Mastering the Behavioural Science Maze

In our daily life, we are constantly flooded with information: while shopping at a grocery store we hear music, we are surrounded with logos and packaging of different brands and marketing tactics, we see and interact with other customers or workers,...

Catalogue: North America 2024 - Innovation
Authors: Michelle Niedziela, Sophia Stafford
Company: HCD Research
July 5, 2024
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Citation

Niedziela and Stafford (2024a, July 05). Mastering the Behavioural Science Maze . ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/mastering-the-behavioural-science-maze-


Research papers

Unlocking Consumer Minds

In the fast-moving consumer goods (FMCG) sector, the first 200 milliseconds of the initial encounter with a package make the difference. Consumers either like what they see and go for it, or they move on to alternative products. However, the reasons...

Catalogue: Latin America 2024
Authors: Luis Fernando Rico Navas, Cornelia Schonberger
Company: MindMetriks
April 24, 2024
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Citation

Rico Navas and Schonberger (2024a, April 24). Unlocking Consumer Minds. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/unlocking-consumer-minds


Research papers

Measuring potential virality of content

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}This paper discusses the neurological understanding behind what makes a content click with the viewers and demonstrates how we can use new techniques such as EEG...

Catalogue: Congress 2019: The Global Data & Insights Summit
Author: Mahesh Agarwal
Company: PT. Neurosensum Technology International
September 8, 2019
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Citation

Agarwal, M. (2019a, September 08). Measuring potential virality of content. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/measuring-potential-virality-of-content


Research papers

Unspeakable truths

Ads which trigger any emotion work better than those that don't. Ads which trigger the right emotion work even better. A problem, however, has always been detecting unspoken feelings; the real kinds of emotion that an ad generates. The aim of this...

Catalogue: Asia Pacific 2019
Authors: Whitney Xi, Rupam Borthakur, Mike Underhill, Bruce Bogle, Natalie Ho, Subba Kumari
Companies: VF Corporation , Kantar
May 22, 2019
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Citation

Xi et al. (2019a, May 22). Unspeakable truths . ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/unspeakable-truths-


Research papers

Neuroscience applied

How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse...

Catalogue: Latin America 2019
Authors: Aline Souza, Janaína Brizante
Company: Nielsen
April 7, 2019
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Citation

Souza and Brizante (2019a, April 07). Neuroscience applied. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/neuroscience-applied-


Research papers

The wave of automation

Automation and neuro-research are the two biggest waves in consumer research market ocean. In the nearest future, they will revolutionise the entire industry by merging into one huge tsunami- automated neuro-research- a process understandable and...

Catalogue: Big Data World 2017: Smart Data Integration
Author: Dmitry Gaiduk
Company: CoolTool Inc
November 10, 2017
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Citation

Gaiduk, D. (2017a, November 10). The wave of automation. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/the-wave-of-automation-9162


Research papers

Cracking the code of impactful advertisement: How to appeal to both Gen Z and grown-ups?

In this study, the conscious findings are aimed to be blended with the target audience's emotional reactions to get a 360 degree insight what attracts Generation Z in TV commercials and whether these cause a tension for the grown-ups. Within...

Catalogue: Congress 2017: Visionary
Authors: Yener Girisken, Secil Hasegeli Yagli
Company: ThinkNeuro
September 5, 2017
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Citation

Girisken and Yagli (2017a, September 05). Cracking the code of impactful advertisement: How to appeal to both Gen Z and grown-ups?. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/cracking-the-code-of-impactful-advertisement-how-to-appeal-to-both-gen-z-and-grown-ups-


Research papers

Harnessing the power of voice

Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Saurin Shah, Roland Leung, Geeta R. Lobo
Company: GfK
May 9, 2017
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Citation

Shah, Leung and Lobo (2017a, May 09). Harnessing the power of voice. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/harnessing-the-power-of-voice


Research papers

Recruiting fast and screening slow

Whether you provide your recruitment partner with a detailed screener, a persona pen portrait, or a quick list of bullet points, you may give little thought to exactly how and in what context those screening questions are asked during recruitment....

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Author: Maya Middlemiss
Company: Saros Research Ltd
November 16, 2016
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Citation

Middlemiss, M. (2016a, November 16). Recruiting fast and screening slow. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/recruiting-fast-and-screening-slow-8912