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Videos

The Book of Boobs and Project BeliEVE

We all know someone who has been impacted by breast cancer. As of 2020, 7.8 million women were diagnosed with breast cancer in the prior five years, making it the world?s most prevalent cancer (WHO, 2021). In the UK, one-in-seven women will be...

Catalogue: Congress 2024
Authors: Louise McKenna-Mayes, Toni Ward, Alice MacKinnon, Garreth Chandler
October 1, 2024

Videos

Inside the Gen Z Parental Mind

While less than 10% of Gen Z in the US are parents today, they will increasingly define the parenting landscape. Philips has embarked on a journey to get closer to this crucial audience of (future) parents and future-proof their strategy for the...

Catalogue: Congress 2024
Authors: Pauline Herbert, Aija Porina, Joeri Van den Bergh, Angie Deceuninck, Marieke Boers
October 1, 2024

Videos

Reset and Reimagine

This paper represents a collaboration between Holland & Barrett, the UK?s leading health and wellness store; Prodege, a tech-enabled research and insights company; and Nexxt Intelligence | inca, a research technology provider specialising in...

Catalogue: Congress 2024
Authors: Heather O'Brien, Phil Sutcliffe, Ellie Ma
October 1, 2024

Videos

Empowering People Within Canada to Engage in Human Rights

The Canadian Museum for Human rights (CMHR) is the world?s first museum dedicated to human rights. As the CMHR celebrates its 10th anniversary, it is partnering with Humanity, a brand transformation agency, to revitalise and refresh their brand. To...

Catalogue: Congress 2024
Authors: Amy Knowles, Ryan Hughes, Riva Harrison
October 1, 2024

Videos

Supercharge your CSR Marketing Strategy

Orange has embarked on an innovative journey to further its CSR marketing strategy, with a particular focus on significantly reducing its carbon footprint as part of its ?Lead the Future? plan. Thanks to the strategic integration of GenAI persona...

Catalogue: Congress 2024
Authors: Mathilde Guinaudeau, Benoit Hubert, Jean Christophe Desbouvries, Stefania Simion, Isabelle Herbert Collet
October 1, 2024

Videos

The LATAM Airlines Story

This is the story of harnessing cultural diversity to bring meaning to LATAM Airlines. Many airlines represent a country, but representing the cultural diversity of a region or continent is fraught with challenges. Does Peru or Chile make the best...

Catalogue: Congress 2024
Authors: Fiona Blades, Javier Reyes, Andre DAbreu
October 1, 2024

Videos

Emotion-Inducing Fragrances

Sol de Janeiro (SdJ), a brand experiencing significant success with limited edition (LE) scents, often seeks to understand which fragrances resonate most strongly with consumers. This knowledge contributed to guiding their decision to transition...

Catalogue: Congress 2024
Authors: Nikolai Reynolds, Davide Baldo, Manuel Garcia-Garcia, Brittany Calvert, Mariana Kolomayets, Ashley Ericksen, Adriana Mora
October 1, 2024

Videos

AI-Enhanced Market Research

In this paper we will first show how we approached the development and integration of an LLM-based chatbot in our qualitative research tool, and we?ll share some aspects of our research done about AI. This is particularly relevant as we aim to meet...

Catalogue: Congress 2024
Author: Orkan Dolay
October 1, 2024

Videos

Audio Alchemy

Brands face numerous challenges to break through in today's growing and crowded audio streaming landscape. With this rise in audio consumption, it has become more difficult to produce ads that are captivating, memorable and improve demand. Each...

Catalogue: Congress 2024
Authors: Alyson Sprague, Morgan Evans, Aaron Reid, Cyrus H. McCandless
October 1, 2024