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Research papers

She? He? They?

Marketing, communication, sales and other aspects of brand-related actions are strongly based on a rarely challenged dichotomy: for females versus for males. Gender differences are permanently embedded in brand strategies, to the extent that this...

Catalogue: Congress 2024
Authors: Marta Bierca, Milena Morawiec
Companies: MindTheGap, WiseRabbit
September 23, 2024

Research papers

TikToks Exploration into the Future of Intentional Discovery

Think about the last time you discovered a product or a brand. Now, compare that experience to discovering a product or brand 10, 15 or even 20 years ago. The consumer journey has dramatically evolved, adapting to new platforms and spaces. Today?s...

Catalogue: North America 2024 - Innovation
Authors: Alejandro Garcia Medina, Jaclyn Williams
Company: Tik Tok
August 5, 2024

Research papers

Breaking Down Barriers

Learn a novel approach to driving customer acquisition and retention using a specific structured assessment of barriers. In partnership with Material, this approach helped Instacart shift its targeting strategy and brand focus to shape a new brand...

Catalogue: North America 2024 - Innovation
Authors: Charles Allison, Jason Brooks, Asha Weisman
Companies: Instacart,
August 5, 2024

Research papers

Tips and Tricks to Make Pricing Research Better and More Actionable

Pricing research can have a profound impact on a company's business results. However, to do so it needs to be conducted with a detailed understanding of how buyers make purchase decisions, as established by behavioural economics. The learnings from...

Catalogue: North America 2024 - Innovation
Author: Per Sjofors
Company: Sjofors Partners Inc
August 5, 2024

Research papers

Transformative Insights: The Journey from Research in Sustainable Innovation

In a world where strategic innovation is pivotal for lasting impact, the role of market(ing) research in supporting startups on this journey is also pivotal, but many startups are skittish when it comes to investing funding towards consumer research...

Catalogue: North America 2024 - Innovation
Authors: Megan Peitz, Nitin Iyer, Harry Tannenbaum
Companies: Mill, Numerious
August 5, 2024

Research papers

Breaking Through Internal Innovation Barriers

In today's hyper-competitive business landscape, innovation stands as the cornerstone of success and building future-proof brands. Companies across diverse industries face the relentless pressure of shifting consumer preferences, technological...

Catalogue: North America 2024 - Innovation
Authors: Karen Kraft, Ted Curtain, Ted Curtin
Companies: Johnsonville, ProdigyWorks
August 5, 2024

Research papers

When GenAI Meets Gen Z

Brands are successful when they can effectively convert business strategy into ideas that speak to their consumers. The ultimate prize is to be able to create game-changing concepts that capture the consumer?s imagination and bridge the gap between...

Catalogue: North America 2024 - Innovation
Authors: Adrian Terron, Swati Shankar
Company: TATA Group
August 5, 2024

Research papers

Using AI for Innovating Brand Strategy

Measuring and understanding brands is a very difficult challenge in marketing. Brand research is typically done using surveys. The common method is to show respondents a series of brand statements (e.g., is a brand I trust, reliable, etc.) and the...

Catalogue: North America 2024 - Innovation
Authors: Marco Vriens, Rogier Verhulst
Companies: LinkedIn, Kwantum
July 5, 2024

Research papers

Mastering the Behavioural Science Maze

In our daily life, we are constantly flooded with information: while shopping at a grocery store we hear music, we are surrounded with logos and packaging of different brands and marketing tactics, we see and interact with other customers or workers,...

Catalogue: North America 2024 - Innovation
Authors: Michelle Niedziela, Sophia Stafford
Company: HCD Research
July 5, 2024