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Research papers
Hello Alexa, is there any survey for me?
Sharing economy, cloud computing, AR in smartphones, AI in smart homes. But what is the next step to make market research "Smart"? Nowadays a consumer expects, rather than seeks, a direct dialogue with a brand through direct channels where they can...
Catalogue: Insights Festival 2020
Author: Ennio Armato
Company: FFIND DE
September 15, 2020
Videos
Hello Alexa, is there any survey for me?
Sharing economy, cloud computing, AR in smartphones, AI in smart homes. But what is the next step to make market research "Smart"? Nowadays a consumer expects, rather than seeks, a direct dialogue with a brand through direct channels where they can...
Catalogue: Insights Festival 2020
Author: Ennio Armato
Company: FFIND DE
September 15, 2020
Research papers
Using narrative analytics to win customer trust
What drives trust (and mistrust) in tech companies? Learn how to use narrative analytics to understand the drivers of trust and win customers across the globe with better values, strategies and offerings. In addition to the Trust case study, the...
Catalogue: Insights Festival 2020
Authors: Jeff Marshall, Rogier Verhulst, Becky Owens
Companies: Protagonist, LinkedIn
September 15, 2020
Research papers
Seed audiences: 'From not knowing you to tapping into millions like you'
Today, consumers are bombarded with marketing communication, making it very difficult for brands to differentiate themselves. Digital-first companies can rely on a variety and richness of datasets which is not always matched by more traditional...
Catalogue: Insights Festival 2020
Authors: Abhinav Mohan, Mario Dughi, Souvik Roy, Utsav Mamoria
Companies: Unilever, InMobi
September 15, 2020
Research papers
From accountability to incrementality
Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness -...
Catalogue: Insights Festival 2020
Author: Minh Nguyen
Company: Google
September 15, 2020
Research papers
Disrupting System 1 thinking: Better science for smarter marketing
Since the publication of Daniel Kahneman's Thinking Fast and Slow in 2012, there has been an explosion of interest in System 1 versus System 2 thinking and its applications to research, marketing and public policy. But - what if we have it...
Catalogue: Insights Festival 2020
Authors: Rich Timpone, Vinod Venkataraman, Tamara Ansons, Davide Baldo, Manuel Garcia-Garcia, Ornella Godard, Martin Schoeller, Colin Strong
Company: IPSOS
September 15, 2020
Research papers
Building a bridge between UX and analysts
Striking meaningful conversations with analytics. In companies where analytics resources are scarce, how can user researchers start to have meaningful conversations with analysts in order to work on impactful research together?
Catalogue: Fusion 2019
Author: Paula Herrera
Company: GetYourGuide
November 10, 2019
Case studies
Impact not to be sniffed at: How one study changed the global culture of fragrance
A case study that shows how IFF - a fragrance company - used ethnography to start making products for the first time...with products hitting the shelf in Oct 2019.
Catalogue: Fusion 2019
Authors: Katell Maguet, Oliver Sweet
Companies: Ipsos MRBI, International Flavors & Fragrances (IFF)
November 10, 2019
Videos
