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Research papers

When GenAI Meets Gen Z

Brands are successful when they can effectively convert business strategy into ideas that speak to their consumers. The ultimate prize is to be able to create game-changing concepts that capture the consumer?s imagination and bridge the gap between...

Catalogue: North America 2024 - Innovation
Authors: Adrian Terron, Swati Shankar
Company: TATA Group
August 5, 2024
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Citation

Terron and Shankar (2024a, August 05). When GenAI Meets Gen Z. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/when-genai-meets-gen-z


Research papers

Wooing the Next Billion Customers

As startups and established brands grapple for profitable growth across markets, pioneering the development of a customer acquisition model that can lower the cost of growth is imperative. India?s rise as the world?s most populous economy with low...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Adrian Terron, Anju Joseph, Kavita Mahto
Company: TATA Group
November 22, 2023
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Citation

Terron, Joseph and Mahto (2023a, November 22). Wooing the Next Billion Customers. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/wooing-the-next-billion-customers