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Research papers

Virtual Reality, Real Impact

As I put on the VR headset, I find myself in a sleek, modern building. The bric logo catches my eye immediately, its teal letters popping against the crisp white walls. That is the company that invited me, I must be in the right place. A woman...

Catalogue: Asia Pacific 2024
Authors: Barbara du Perron, Ewoud van Bennekom
Companies: bric, Specialized
November 19, 2024
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Citation

du Perron and van Bennekom (2024a, November 19). Virtual Reality, Real Impact. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/virtual-reality-real-impact


Research papers

The evolution of product testing in the new digital world

This paper entails how CLTs can be adapted to today's needs by showcasing three case studies in the soft drinks category. We showcase how we used rapid prototyping to accelerate product development to shorten the time to market. Another case study...

Catalogue: Latin America 2020 - Insights Festival
Authors: Nikolai Reynolds, Anton Netkach, Anna Taranyan
Companies: IPSOS, PepsiCo
October 19, 2020
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Citation

Reynolds, Netkach and Taranyan (2020a, October 19). The evolution of product testing in the new digital world. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/the-evolution-of-product-testing-in-the-new-digital-world


Research papers

Sustainable tourism

This paper explores the topic of sustainable tourism, making the case that it is the next big opportunity for Latin America. It does this by first introducing sustainable tourism as a concept and identifying key stakeholders who can be impacted by...

Catalogue: Latin America 2020 - Insights Festival
Author: Julia Fillingame
Company: Euromonitor International
October 19, 2020
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Citation

Fillingame, J. (2020a, October 19). Sustainable tourism . ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/sustainable-tourism-


Research papers

Augmented reality

Just as marketing and advertising have made augmented reality a tool to enrich the consumer experience with brands, it must also become allied for marketing research, especially in online studies.

Catalogue: Latin America 2020 - Insights Festival
Authors: Cristina Leo, Francisco Calixto
Companies: Synapsis, PepsiCo
October 19, 2020
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Citation

Leo and Calixto (2020a, October 19). Augmented reality. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/augmented-reality


Research papers

Insights 24/7

How can we know in real-time what consumers want?It is necessary to stop resisting change, to go with new contexts and forms of communication by transforming research methodologies into a 24/7 look.

Catalogue: Latin America 2020 - Insights Festival
Authors: Damián Suárez, Sebastián Silva
Companies: Givaudan, Mega Research
October 19, 2020
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Citation

Suárez and Silva (2020a, October 19). Insights 24/7. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/insights-24-7


Research papers

Talking with machines

The everyday use of technology has been changing our perspective regarding what we are as individuals, and what we are able to deliver. The access to technology has also been transforming us as consumers, changing our behaviours, values and our...

Catalogue: Latin America 2020 - Insights Festival
Authors: João Pedro Calixto, Marcelo Chanis
Companies: Netquest, On the Go Survey Chats
October 19, 2020
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Citation

Calixto and Chanis (2020a, October 19). Talking with machines. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/talking-with-machines


Research papers

Artificial Intelligence in Telecom

When Artificial Intelligence like chatbots is developed to make genuine connections with humans' beings, it can make a real impact on customer experience.

Catalogue: Latin America 2020 - Insights Festival
Authors: Catalina Bonnet, Andrea Maldonado, Natalia Carrasco, Hector Navarrete
Companies: Kantar, Entel
October 19, 2020
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Citation

Bonnet, Maldonado, Carrasco and Navarrete (2020a, October 19). Artificial Intelligence in Telecom. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/artificial-intelligence-in-telecom


Research papers

Havanna Reinvention

We share the case of Havanna - a relevant company in Argentina, valuable and respected in a region that leads one of those few (and at this point we would say strange) categories that have no multi-national competence, and is therefore responsible...

Catalogue: Latin America 2020 - Insights Festival
Authors: Alan Aurich, Alejandro Alcedo, Fernando Moiguer, Magdalena Iocco, Lorena Cura
Companies: Compañia de Negocios Moiguer, Havanna
October 19, 2020
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Citation

Aurich, Alcedo, Moiguer, Iocco and Cura (2020a, October 19). Havanna Reinvention. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/havanna-reinvention


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
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Citation

Nguyen, M. (2020a, September 15). From accountability to incrementality. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/from-accountability-to-incrementality-11580