David Atkinson, Market Leader, Quarter 4, 2014
This article explains how Desperados, a small drinks brand which mixes beer and tequila, used a carefully targeted campaign to launch in London, UK, and create a 'cool' image.
Sonya Misquitta and Dheeraj Sinha, Market Leader, Quarter 4, 2014
This article sets out some of the mistakes made by multinational food companies launching products in emerging markets, and explains how to avoid them in the future.
Vincent Rousselet, Market Leader, Quarter 4, 2014
This article discusses the rise of the 'hybrid' consumer and explores the underlying trends that are driving this development.
Amy Jo Coffey, Journal of Advertising Research, Vol. 54, No. 3, 2014
This study examined advertisers that target Spanish and other non-English-speaking U.S. audiences across multiple media platforms. The goal: to identify which audience and market factors are valued most by advertisers and, thus, to be able to predict the likelihood of investment in ethnically focused advertising.
Maria Domoslawska, Heather Dougherty and Mark Canada, ESOMAR, Congress, Nice, September 2014
This paper provides practical advice for market researchers who feel overwhelmed by the amount of data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'.
Lisa Edgar, David Bunker and Kevin Cowan, ESOMAR, Congress, Nice, September 2014
This paper sets out the case for using "perceived age" for segmention, which can be more predictive of consumer behaviour than chronological age alone and includes supporting work conducted with the BBC, the media organisation.
Marlene Cohen, Nick Graham, Jayne Hickey, Elaine Ho, Tom Lilley and Jacky Parsons, ESOMAR, Congress, Nice, September 2014
This paper argues that people with more interesting and unusual experiences, attitudes and backgrounds – 'extreme consumers' – can unlock insights that transform the work of marketing and innovation teams.
Low Lai Chow, Case Studies on Warc, July 2014
This case study looks at how British Airways tapped into business-related social media to attract its target audience with carefully selected content.
Nick Hirst, Admap, September 2014
This article sets out the basic features and benefits of 'proximity beacons' - low-cost transmitters which use Bluetooth to provide location targeted communications in stores.