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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 February 08, 2026, from


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


Research papers

Moving Perceptions = More Revenue

How many times have you wondered whether you are pushing the right perception for an advertisingcampaign? Or how moving the hearts and minds of customers connects to ROI? These questions are difficultto answer and even more difficult to tie to actual...

Catalogue: Congress 2022: 75th Anniversary
Authors: Caroline Iurillo, Megan Lau
Company: Microsoft
September 23, 2022
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Citation

Iurillo and Lau (2022a, September 23). Moving Perceptions = More Revenue. ANA - ESOMAR. Retrieved February 08, 2026, from


https://ana.esomar.org/documents/moving-perceptions-more-revenue


Research papers

A Brand-New Area of Insights Reflected by the Behavioural Data of 2.5 Million Internet Users

Now, let's explore the search word analysis based on the exclusive data of VALUES Inc. with approximately2.5 million Japanese consumers. Search words help us to visualise various user insights hardly reflected intraditional research methods. The...

Catalogue: Congress 2022: 75th Anniversary
Authors: Licaco Tanaka, Akiko Koyasu
Companies: VALUES, Inc.,
September 23, 2022
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Citation

Tanaka and Koyasu (2022a, September 23). A Brand-New Area of Insights Reflected by the Behavioural Data of 2.5 Million Internet Users. ANA - ESOMAR. Retrieved February 08, 2026, from


https://ana.esomar.org/documents/a-brand-new-area-of-insights-reflected-by-the-behavioural-data-of-2-5-million-internet-users


Research papers

The End of Dinosaur Advertising: Measuring Brand Effects Today

Marketeers are challenged to choose the right methods to quantify the long-term impact of brand on sales.In this paper Nepa, together with IKEA Canada, explores how marketing mix modelling (MMM) analysis canbe improved to incorporate long-term media...

Catalogue: Congress 2022: 75th Anniversary
Authors: Brinda Mathew, Kalle Backlund, Svetlana Kosoleva
Companies: Nepa Sweden, Ikea
September 23, 2022
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Citation

Mathew, Backlund and Kosoleva (2022a, September 23). The End of Dinosaur Advertising: Measuring Brand Effects Today. ANA - ESOMAR. Retrieved February 08, 2026, from


https://ana.esomar.org/documents/the-end-of-dinosaur-advertising-measuring-brand-effects-today


Research papers

Flip the Coin

A whopping 190 million Indians (15% of the Indian population) are e-tail customers. Flipkart is a pioneer and aloved brand in India across Metro and Tier 2 cities. Growing at an exponential rate, the market value of the ecommerce industry in India is...

Catalogue: Congress 2022: 75th Anniversary
Author: Priyanka Bhargav
Company: Flipkart Internet Pvt Ltd
September 23, 2022
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Citation

Bhargav, P. (2022a, September 23). Flip the Coin. ANA - ESOMAR. Retrieved February 08, 2026, from


https://ana.esomar.org/documents/flip-the-coin


Research papers

Sounds with Soul

In its visceral form, the purpose of advertising is to raise awareness of a brand or product and to achievesales. But brands are not created to be flavours of a season. Strong brands outlive generations bycontinuously evolving and remaining relevant....

Catalogue: Congress 2022: 75th Anniversary
Author: Ritanbara Mundrey
Company: Nestle
September 23, 2022
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Citation

Mundrey, R. (2022a, September 23). Sounds with Soul. ANA - ESOMAR. Retrieved February 08, 2026, from


https://ana.esomar.org/documents/sounds-with-soul


Research papers

Leveraging Regional Trends

Numerous trend reports are published every year by trend watchers, creative agencies and marketing consultingfirms. Although most reports are quite insightful, they often present rather generic trends. For clients to have acompetitive advantage, it...

Catalogue: Future-Proofing and Foresight
Authors: Kjell Massen, Nikoletta Abrayni
Companies: InSites Consulting, Diageo
April 14, 2022
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Citation

Massen and Abrayni (2022a, April 14). Leveraging Regional Trends . ANA - ESOMAR. Retrieved February 08, 2026, from


https://ana.esomar.org/documents/leveraging-regional-trends-


Research papers

Is it possible to predict human decision-making?

Using qual and quant to understand why consumers really make decisions, not why you think they do.

Catalogue: Fusion 2019
Authors: Nina Kanin, Zehra Odunayo
Company: Streetbees
November 10, 2019
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Citation

Kanin and Odunayo (2019a, November 10). Is it possible to predict human decision-making?. ANA - ESOMAR. Retrieved February 08, 2026, from


https://ana.esomar.org/documents/is-it-possible-to-predict-human-decision-making-


Research papers

Videometrics to the rescue

NAILBITER Videometrics offer a truly unique step forward for video-based quantitative research. By confronting the obstacles faced by traditional surveys, video represents a new option for researchers and marketers to see and hear their shoppers....

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Amit Dhand, Yelena Idelchik, Luke Orphanides
Company: NAILBITER Inc.
November 11, 2018
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Citation

Dhand, Idelchik and Orphanides (2018a, November 11). Videometrics to the rescue. ANA - ESOMAR. Retrieved February 08, 2026, from


https://ana.esomar.org/documents/videometrics-to-the-rescue-9499