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Research papers

Unspoken Answers and the Power of Implied Meaning

Insight and marketing professionals are constantly asked to anticipate how changes in culture will impacttheir business. Despite billions of data-points being analysed across thousands of tools, we remainoverwhelmed with information and underwhelmed...

Catalogue: Congress 2022: 75th Anniversary
Authors: Michelle Gansle, Ujwal Arkalgud
Companies: McDonald's Corporation, Lux Research Inc.
September 26, 2022
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Citation

Gansle and Arkalgud (2022a, September 26). Unspoken Answers and the Power of Implied Meaning. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/unspoken-answers-and-the-power-of-implied-meaning


Research papers

From change management to change leadership

The T word (transformation) is actually creating a barrier to change. It makes it sound like it's a big, scary, finite task. The reality is the way we live, play and interact in the world is changing and so the way we work and interact with each...

Catalogue: Insights Festival 2020
Author: Michelle Gansle
Company: Mars Wrigley
September 15, 2020
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Citation

Gansle, M. (2020a, September 15). From change management to change leadership. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/from-change-management-to-change-leadership-11592


Research papers

Evolving better concepts

Monadic concept testing is an essential tool in phase gate processes to weed out risky product launches. As an optimization tool, however, it suffers from measurement error, poor discrimination, and limited ability to test multiple variations. By...

Catalogue: Congress 2011: Impact
Authors: Kevin Karty, Erin Breland, Gemma Tyson, Michelle Gansle
Company: Affinnova
September 18, 2011
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Citation

Karty, Breland, Tyson and Gansle (2011a, September 18). Evolving better concepts. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/evolving-better-concepts