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Research papers

Positive gender portrayal in advertising

This paper describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we...

Catalogue: Congress 2018
Author: Andrew Geoghegan
Company: Diageo
September 23, 2018
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Citation

Geoghegan, A. (2018a, September 23). Positive gender portrayal in advertising . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/positive-gender-portrayal-in-advertising--9389


Research papers

Performance: The "F word"

We are paralyzed by information and data. But what happens with emotions and how can it shape a research process and insight generation and understanding? We want to make audience FEEL how female representations have shaped female consumption over...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Mariela Mociulsky, Ximena Díaz Alarcón, Eugenia Tarzibachi
Company: Trendsity SRL
March 19, 2018
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Citation

Mociulsky, Alarcón and Tarzibachi (2018a, March 19). Performance: The "F word". ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/performance-the-f-word-


Research papers

Gender differences and their importance to qualitative research

The paper seeks to review and assess whether there are differences between male and female respondents and their communications modalities which would suggest that the ways in which we recruit and interview qualitative samples should be modified, or...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Author: Neil McPhee
November 10, 2002
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Citation

McPhee, N. (2002a, November 10). Gender differences and their importance to qualitative research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/gender-differences-and-their-importance-to-qualitative-research