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Research papers

Augmented Reality: A Critical Part of Your Toolkit

Technology has given us new ways to engage with consumers beyond traditional media and retail channels, and marketers are grappling with how to strategically use emerging tech to drive their businesses. Capturing consumer attention is harder than...

Catalogue: Congress 2023
Authors: Aarti Bhaskaran, Heather OShea
September 27, 2023
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Citation

Bhaskaran and OShea (2023a, September 27). Augmented Reality: A Critical Part of Your Toolkit. ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/augmented-reality-a-critical-part-of-your-toolkit


Research papers

Take me home, country roads!

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}A recent study in the potato chips category with PepsiCo threw up critical learnings that we leveraged to create a refreshed way of looking at brand purpose, in the form of 'brand...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Arindam Mohanty, Vipul Sachdeva, Zaneta Sebastian
Companies: PepsiCo, Kantar
September 8, 2019
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Citation

Mohanty, Sachdeva and Sebastian (2019a, September 08). Take me home, country roads!. ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/take-me-home-country-roads-


Research papers

Twitter and its conversational context

Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned...

Catalogue: Latin America 2019
Authors: Angel Heredia, Omar Schoijet, Ana Victoria Garcia
Companies: Arconte, Twitter
April 7, 2019
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Citation

Heredia, Schoijet and Garcia (2019a, April 07). Twitter and its conversational context. ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/twitter-and-its-conversational-context


Research papers

Reel happiness

Pearl & Dean face an ongoing challenge to demonstrate the effectiveness of cinema advertising to global brands, who are faced with a myriad of media channels competing for their spend.The cinema advertising industry is data rich, with access to lots...

Catalogue: Congress 2015: Revelations
Authors: Graeme Lawrence, Anna Cremin, Kelly McKnight
October 1, 2015
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Citation

Lawrence, Cremin and McKnight (2015a, October 01). Reel happiness. ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/reel-happiness-8587


Research papers

The role of research, particularly qualitative research, in concept development

The purpose of this paper is to demonstrate how market research can identify consumer needs and then assist in the development of concepts, and eventually of brands, to meet those needs: and brands, with their essential emotional components, rather...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development
Author: Stephen Wells
June 15, 1991
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Citation

Wells, S. (1991a, June 15). The role of research, particularly qualitative research, in concept development. ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/the-role-of-research-particularly-qualitative-research-in-concept-development