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Research papers

The consumer matrix: How to save the humans

We want to quantify and categorize people, we try to create algorithms to predict unpredictable human lives and shove people into focus groups with two way mirrors, feed them crap snacks and hope to understand how they live their lives and how our...

Catalogue: Insights Festival 2020
Author: Gabriela McCoy
Company: Bacardi
September 15, 2020
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Citation

McCoy, G. (2020a, September 15). The consumer matrix: How to save the humans. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/the-consumer-matrix-how-to-save-the-humans-11593


Videos

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 14, 2020
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Citation

Evans, D. (2020a, September 14). The new brand-perception battleground. ANA - ESOMAR. Retrieved October 09, 2024, from


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


Webinars

The new rules of advertising and branding in the post-COVID era

The market research industry is at the forefront of understanding the changes consumers and companies are going through during these unprecedented times. Many studies and data analyses have been carried out by many research organizations around the...

Catalogue: Webinars 2020
Authors: Alina Serbanica, Loredana Iacob, Veronica Ungureanu, Andra Constantinescu, Victor Rotariu, Steliana Ifrim
July 2, 2020
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Citation

Serbanica et al. (2020a, July 02). The new rules of advertising and branding in the post-COVID era. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/the-new-rules-of-advertising-and-branding-in-the-post-covid-era


Videos

Reaching consumers in the digital moments that matter

This research has been a key contributor to our Global Media Transformation. Helpings us shift from a Mass Reach Big brand story telling approach to adding a complimentary model of reaching consumers with signals in those digital moments that...

Catalogue: ESOMAR TV: Client Summit 2020 at Home
Author: Nic Umana
Company: Mars Wrigley
June 18, 2020
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Citation

Umana, N. (2020a, June 18). Reaching consumers in the digital moments that matter. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/reaching-consumers-in-the-digital-moments-that-matter


Videos

Translating insight into action

The 3 takeaways of the presentation:- Learn how to influence short-term and long-term decision-making within the organisation.- Determine how to design insight reports that connect with different audiences.- Uncover the benefits of flexibility within...

Catalogue: ESOMAR TV: Client Summit 2020 at Home
Author: Charles Wilson
Company: New Balance
June 18, 2020
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Citation

Wilson, C. (2020a, June 18). Translating insight into action. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/translating-insight-into-action


Videos
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Citation

Picazo Lutton, McCoy and Umana (2020a, June 18). Forget me not - Traditional & new methods to answer modern questions: Q&A session. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/forget-ne-not---traditional-new-methods-to-answer-modern-questions-q-a-session


Videos

Focus group fails: How to save the humans (and the brands)

F*ck Focus Groups: The case for human first fearless research.3 takeaways:- It's easy to default and focus on what matters to the business. It's braver - and smarter - to put humans at the heart of everything we do. Let's begin with our humans and...

Catalogue: ESOMAR TV: Client Summit 2020 at Home
Author: Gabriela McCoy
Company: Bacardi
June 18, 2020
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Citation

McCoy, G. (2020a, June 18). Focus group fails: How to save the humans (and the brands). ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/focus-group-fails-how-to-save-the-humans-and-the-brands-


Webinars

Using semiotics in a brand audit

In the midst of the fourth Industrial Revolution, more than one-third of the skills we believe are essential for today's workforce will have changed according to the Future of Jobs Report from the World Economic Forum. ESOMAR in partnership with...

Catalogue: Webinars 2020
Authors: Chris Arning, Manisha Dikshit, Dinesh Ramchandani
May 6, 2020
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Citation

Arning, Dikshit and Ramchandani (2020a, May 06). Using semiotics in a brand audit. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/using-semiotics-in-a-brand-audit


Videos

Brand purpose: Love it or hate it

Brand purpose marketing seems to be the Marmite of ad land in 2019. Regardless of whether you love it or hate it, we've uncovered 10 learnings on Brand Purpose based in research.

Catalogue: Client Summit 2019- Autumn Edition
Authors: Sara Picazo Lutton, Rob Turnbull
Company: Twitter
October 3, 2019
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Citation

Picazo Lutton and Turnbull (2019a, October 03). Brand purpose: Love it or hate it. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/brand-purpose-love-it-or-hate-it