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Research papers

Stuck in Neutral

This paper challenges our perceptions of innovation and invites researchers to view consumers through a new lens. It argues we are not living in an age of innovation and that a plateau has likely been reached. It introduces the concept of an...

Catalogue: North America 2024 - Innovation
Author: Damian Loscher
Company: IPSOS
July 5, 2024
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Citation

Loscher, D. (2024a, July 05). Stuck in Neutral . ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/stuck-in-neutral-


Research papers

Acting on the Unsaid

How we can change our thought processes, allowing room for both expression and action, transforming our approach to research and ultimately fostering business growth. And the business grew; this is what Chokis in CARICAM is about.

Catalogue: Latin America 2024
Authors: Carolina Porcari, Luis Alejandro Zarate, Itzelli Vizcaino, Ezequiel Erdei
Companies: Mega Research, PepsiCo
April 24, 2024
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Citation

Porcari, Zarate , Vizcaino and Erdei (2024a, April 24). Acting on the Unsaid . ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/acting-on-the-unsaid-


Research papers

Mapping the Emotional Landscape

Learn how to leverage the power of emotions to connect with consumers more deeplyHow do customers react emotionally to your product content, prices and products? And how do those responses impact their choices?Emotions are the hidden catalysts...

Catalogue: Latin America 2024
Author: Jorge Quesada
Company: SKIM
April 24, 2024
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Citation

Quesada, J. (2024a, April 24). Mapping the Emotional Landscape. ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/mapping-the-emotional-landscape


Research papers

The Perfect Pair

What would you do if you had a short deadline to execute a new global product launch in Latin America? Do you think you would have enough time and accuracy to deeply understand people while addressing business needs? Some people say the perfect...

Catalogue: Latin America 2024
Authors: Magdalena Garcia Grisanti, Diego Alarcon
Company: The Coca-Cola Company
April 24, 2024
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Citation

Garcia Grisanti and Alarcon (2024a, April 24). The Perfect Pair. ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/the-perfect-pair


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 July 02, 2025, from


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


Research papers

Vodafones Innovation Research Revolution

Vodafone is undoubtedly an innovative company. It employs thousands of technology experts and product managers, generating hundreds of ideas every year?and with a market of 300 million customers worldwide, there are plenty of people to sell them to....

Catalogue: Asia Pacific 2023 - Innovation
Authors: Leigh Caldwell, Lizzi Seear
Company: Irrational Agency
November 22, 2023
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Citation

Caldwell and Seear (2023a, November 22). Vodafones Innovation Research Revolution. ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/vodafone-s-innovation-research-revolution


Research papers

The Formula to Decoding the Future of Infant Nutrition

How hard is it to feed a baby? Much harder than you might think. Each canister of infant formula is packed full of information about nutrients, formula features and their vast range of benefits. Which of those benefits matter to parents and why? Do...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Ana Ivanovic, Giulia Gasperi, Michelle Hum
Companies: Cargill, TRIPTK
November 22, 2023
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Citation

Ivanovic, Gasperi and Hum (2023a, November 22). The Formula to Decoding the Future of Infant Nutrition. ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/the-formula-to-decoding-the-future-of-infant-nutrition


Research papers

Crystallising the Digital First Moment of Truth of Unknown Targets

By using the online behavioural data (owned by VALUES) of approximately 2.5 million people across Japan to conduct statistical processing, it is possible to visualise the scale (in the number of users) of high-potential users who are unknown or have...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Akiko Koyasu, Yoshiaki Saito
Company: Truth Consulting
November 22, 2023
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Citation

Koyasu and Saito (2023a, November 22). Crystallising the Digital First Moment of Truth of Unknown Targets . ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/crystallising-the-digital-first-moment-of-truth-of-unknown-targets-


Research papers

A New Framework for Interpreting Repurchasing Behaviour

Understanding the purchase journey is one of the most important and popular research topics in modern marketing research. The funnel model, which describes a consumer's purchase process by breaking it down into critical stages, has been the dominant...

Catalogue: Asia Pacific 2023 - Innovation
Author: Yongtae Park
Company: Google
November 22, 2023
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Citation

Park, Y. (2023a, November 22). A New Framework for Interpreting Repurchasing Behaviour . ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/a-new-framework-for-interpreting-repurchasing-behaviour-