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Research papers

Visual focus: Better focus groups thanks to smartphones

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 10.0px Helvetica}Why not make use of smartphones during focus groups instead of forbidding them? Within traditional focus groups, verbal communication is leading. We, as moderators, perceive smartphones as...

Catalogue: Fusion 2019
Authors: Margré Nijkamp, Roos Thijssen
Company: Motivaction International B.V.
November 10, 2019
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Citation

Nijkamp and Thijssen (2019a, November 10). Visual focus: Better focus groups thanks to smartphones. ANA - ESOMAR. Retrieved December 14, 2025, from


https://ana.esomar.org/documents/visual-focus-better-focus-groups-thanks-to-smartphones


Research papers

Trends change, motivations do not

How to build age-less marketing campaigns that are relevant to the consumers? Revealing the impact of 'motivations' on sales in the brand echoverse using linguistic inquiry and machine learning.

Catalogue: Fusion 2019
Authors: Ezgi Akpinar, Serkan Ceran, Ilker Sermen, Merve Yigit Yontar
Companies: Ipsos MRBI, The Coca-Cola Company
November 10, 2019
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Citation

Akpinar, Ceran, Sermen and Yontar (2019a, November 10). Trends change, motivations do not. ANA - ESOMAR. Retrieved December 14, 2025, from


https://ana.esomar.org/documents/trends-change-motivations-do-not


Research papers

Enabling digital transformation

Market research's digital transformation takes more than new data and tools, but also requires motivating and enabling people to work differently.

Catalogue: Fusion 2019
Authors: Jeffrey Mercer, Marian Anderson
Company: Microsoft
November 10, 2019
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Citation

Mercer and Anderson (2019a, November 10). Enabling digital transformation. ANA - ESOMAR. Retrieved December 14, 2025, from


https://ana.esomar.org/documents/enabling-digital-transformation


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
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Citation

Herrera, P. (2019a, November 10). Building a bridge between UX and analysts. ANA - ESOMAR. Retrieved December 14, 2025, from


https://ana.esomar.org/documents/building-a-bridge-between-ux-and-analysts


Research papers

Quick qual manifesto

From ethnography to rapid ethnography to insights sprints, it seems like there is a constant request for faster results. How can we tackle this without compromising the essence of user-centered design? Quick Qual Manifesto aims to explain how.

Catalogue: Fusion 2019
Authors: Nasly Liliana Galindo Quiroga, Gabriel Escalante
Company: INSITUM
November 10, 2019
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Citation

Galindo Quiroga and Escalante (2019a, November 10). Quick qual manifesto. ANA - ESOMAR. Retrieved December 14, 2025, from


https://ana.esomar.org/documents/quick-qual-manifesto


Research papers

Is it possible to predict human decision-making?

Using qual and quant to understand why consumers really make decisions, not why you think they do.

Catalogue: Fusion 2019
Authors: Nina Kanin, Zehra Odunayo
Company: Streetbees
November 10, 2019
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Citation

Kanin and Odunayo (2019a, November 10). Is it possible to predict human decision-making?. ANA - ESOMAR. Retrieved December 14, 2025, from


https://ana.esomar.org/documents/is-it-possible-to-predict-human-decision-making-


Research papers

Customised text analytics

Fusing internal and external consumer feedback creates a realistic picture of business problems. A customised text analytics model takes into account organisational structure and the impact of issues on KPIs to help your clients solve them quickly.

Catalogue: Fusion 2019
Authors: Ivaylo Yorgov, Ivan Bardarov
Company: GemSeek Consulting
November 10, 2019
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Citation

Yorgov and Bardarov (2019a, November 10). Customised text analytics. ANA - ESOMAR. Retrieved December 14, 2025, from


https://ana.esomar.org/documents/customised-text-analytics


Research papers

Unscripting the script

Designing provocative conversations with consumers and stakeholders to spark strategic imagination.

Catalogue: Fusion 2019
Author: Manisha Dikshit
Company: Consumer Faces
November 10, 2019
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Citation

Dikshit, M. (2019a, November 10). Unscripting the script. ANA - ESOMAR. Retrieved December 14, 2025, from


https://ana.esomar.org/documents/unscripting-the-script


Research papers

A practical fusion of qualitative and social data

In this guide, we will mostly be talking about how yo set up a search on the social listening tools and analyze the data that comes out, but we will also touch on how to get the most out of tools, such as Google Trends that are free for the public...

Catalogue: Fusion 2019
Authors: Ellie Osborne, Sarah de Caux, Jillian Ney
Companies: Join the Dots InSites Consulting, The Social Intelligence Lab
November 10, 2019
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Citation

Osborne, de Caux and Ney (2019a, November 10). A practical fusion of qualitative and social data. ANA - ESOMAR. Retrieved December 14, 2025, from


https://ana.esomar.org/documents/a-practical-fusion-of-qualitative-and-social-data