A Supercharged sneak-peak at Congress’ Best Paper nominations
The Best Paper Award celebrates the best paper that presenters have submitted as part of Congress. This year, there’s five nominations. All nominations are supercharged with creative thinking and business impact.
The Best Paper Award celebrates the best paper that presenters have submitted as part of Congress. This year, there are five nominations. All nominations are supercharged with creative thinking and business impact.
We’ll announce the winning paper on Tuesday, 12th September. But in advance, here are three things that make each nomination a potential worthy winner.
Uncovering the Human Voice For Deep Insights: Transforming online conversations into actionable insights with emotional drivers such as Brand Love – Bernard Brenner, Microsoft & Jasmin Fischer, SHARE Creative
It’s a potential worthy winner because it:
Makes the thinking from established studies (Sternberg’s Triangle of Love Theory – 1986 and Henrich et al.’s Elements of Brand Love – 2012) relevant to commercial researchers in 2023
Distils what drives brand love in technology into five simple statements – down from 1.1mn social media posts
Can connect these five drivers to product and customer experience attributes
Virtual Frontiers: Assessing the potential of the metaverse for qualitative research - Fay Soares, Dow Jones & Rupert Sinclair, Kadence International
It’s a potential worthy winner because it:
Takes the plunge and invests in exploring the possibilities the Metaverse offers researchers and compares it current research methods
Is open and honest about the challenges faced while doing Metaverse-based research
Creates a series of best practices for researchers who do research in the Metaverse
Creating the Beauty Insights That Move Africa: AFRI Lab – How mobile digital communities are co-creating the future of beauty experiences across the continent - Kambe Mwaba, L’Oreal & Christine Laurenssen, Mobile Digital Insights
It’s a potential worthy winner because it:
Is the first-ever platform to collect in-the-moment feedback from African consumers. In doing so, it overcomes the barriers mobile research has previously faced
Uses mobile research to understand a healthcare issue that impacts ⅓ of Sub-Saharan Africans and help solve it
Informed L’Oreal’s launch of the Garnier AHA+BHA Charcoal Serum in Kenya and South Africa via launch events with consumers, partners, influencers, and Key Opinion leaders
The Death of the Debrief – If empathy is at the heart of good research practice, why are we still presenting insights in PowerPoint? - Chirs Moschos, Lion & Alicia King, The Lab
It’s a potential worthy winner because it:
Will make you re-think how you communicate insights. It will provoke you to consider more immersive, intimate and human ways of sharing information
Went all in when it came to engaging with insight stakeholders. Have you ever heard of bedrooms in an Airbnb being designed to reflect a segment’s mindset?
Moved insight from being educational to being entertaining (which also happened to be educational)
"My Sex, My Way!" Driving meaningful engagement with the LGBTQ+ community – Tania Page, Toluna/Harris Interactive & Oana Stroie, Reckitt
It’s a potential worthy winner because it:
Shows how important it is to ensure that insight technology platforms don’t forget to inject human nature into how they’re used
Demonstrates that if we make research is accessible to diverse groups then they’ll share private and intimate information with us
Is influencing how UK schools and universities deliver sex education to students
The Metaverse as a Research Laboratory: Leveraging virtual worlds to harness the power of human insights – Rodrigo Alagon, Estadistica Aplicada e Investigacion de Mercados SC & Alejandro Prieto & Larissa Aieta, The Coca-Cola Company
It’s a potential worthy winner because it:
Helps us understand the practicalities of using the Metaverse for research. These include: recruiting the right sample, completion times and engagement levels
Is an example of how simple (but underused) experimental methods can be to help us understand how effective different stimulus is
Is honest about the drawbacks of using the Metaverse for research. And what we shouldn’t – as well as should – use the Metaverse for
Do you want to hear the presentations for all these supercharged papers (and more)? If so, check out the ESOMAR Congress Schedule here.
Jack Miles
Senior Research Director at Northstar Research Partners, Research World Editor in Chief, Online at ESOMARJack is Senior Research Director at Northstar, he specialises in quantitative research for international clients across an array of sectors. These studies have led him to work with brands such as Jaguar, Navistar and Volvo. His main research interests are brand research and consumer trends, with a focus on quantitative methods and the use of statistics to derive solid strategic planning for clients.
He has a particular focus on developing creative ad-hoc quantitative methods that use a range of data sources. He can also be found writing papers for a range of well-known publications such as Admap, Huffington Post and Research World.
Outside the office, Jack can be found training in martial arts, in which he holds a 3rd degree black belt in Taekwon-do, and partaking in various endurance sports.
