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Research papers

Biometric, Cognitive and Predictive Validation in Agile UX for a Colombian Fintech

Can a study of biometrics help us to understand what boosts a person to make a financial decision? In this enthralling case, we explored the benefits of doing a systematic iteration with triple validation, where we mix attention prediction...

Catalogue: Latin America 2023
Authors: Alexis Brantes, Raphael Alex de Sousa, Lana Babii
Companies: CoolTool Inc, SURA Chile, qiip
April 25, 2023

Research papers

The evolution of product testing in the new digital world

This paper entails how CLTs can be adapted to today's needs by showcasing three case studies in the soft drinks category. We showcase how we used rapid prototyping to accelerate product development to shorten the time to market. Another case study...

Catalogue: Latin America 2020 - Insights Festival
Authors: Nikolai Reynolds, Anton Netkach, Anna Taranyan
Companies: IPSOS, PepsiCo
October 19, 2020

Research papers

Biometric to optimise customer enagement

The consolidation of digital marketing, the appearance of neuromarketing and the evolution of marketing itself have been challenged to improve their strategies, optimise budgets and maximise the effectiveness of advertising campaigns and stimuli....

Catalogue: Latin America 2020 - Insights Festival
Authors: Francesca Castañeda Fassioli, Andrés Botero Cardona
Companies: Belcorp, Synapbox
October 19, 2020

Research papers

Boosting fan engagement

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Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Pedro Almeida, Nuno Miranda
September 8, 2019

Research papers

Powerfully passive

This is a study conducted by GfK China in co-operation with DARC and JSBC in China. The objective of the project is very straightforward- to understand whether the performance can engage the audience emotionally in a very positive way, and what kind...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Alice He, Ashok Sethi, Qun Ge
Company: GfK
June 15, 2015

Research papers

Opening the black box

Over the past 5-10 years, neuroscience in general, and biometric tools in particular, have become a valuable tool in the marketing process. However, several methods within this toolbox lack transparency, making it difficult for clients to understand...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Gemma Calvert, Steve Watkins, Cristina De Balanzó
Company: KANTAR TNS Malaysia
September 13, 2012

Research papers

Imagine that we can test imagination!

The paper describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements. Study results are discussed with regard to the...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Rafal Ohme, Cristina De Balanzó, Henk Eising
Company: KANTAR TNS Malaysia
March 26, 2012

Research papers

Integrating qualitative methods with biometrics

The presentation contains results of conscious self-reports compared to neurophysiological unconscious reactions (reflected by EEG, EMG, and SC). The relation between the methods and present interpretations based on qualitative methods and biometrics...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Rafal Ohme, Agnieszka Wnuk, Magdelena Jagielska
November 19, 2009

Research papers

Respondent authenticity

It has long been an unsolved problem of online market research conducted by means of Access panel sample surveys, that there has been no possibility to verify whether a participant in a survey is really the same who was requested to take part in the...

Catalogue: Panel Research 2007
Authors: Christoph Irmer, Bernd Wachter
Company: PSYMA GROUP AG
February 15, 2007