Lara Stocchi, Melissa Banelis and Malcolm Wright, International Journal of Market Research, Digital First, May 2015
This research proposes a new method for computing consideration set size as the sum of the associative penetrations (or the 'mental' repertoire). This multi-cued non-attitudinal measure represents the chances of retrieving brands from memory, or the average number of salient brands.
Darika Ahrens, Admap, May 2015
This article debunks the myth that the web is for bargain hunters and luxury doesn't 'do digital'.
Carol Foley, Admap, May 2015
This article introduces a new planning tool developed by Leo Burnett to join the dots between the plethora of online, offline and non-media-specific behaviours in order to tailor content to context.
Low Lai Chow, Event Reports, Retail Congress Asia, March 2015
This event report looks at how fashion retailer Mango is integrating its bricks-and-mortar outlets with its online channels to drive increased growth.
Nielsen, March 2015
This report focuses on the attitudes and behaviours of multicultural consumers in the US, in particular the African-American, Asian-American and Hispanic communities, who now represent the fastest growing segment of the US population.
Nielsen, March 2015
This article reveals insights from the Nielsen Share of Wallet Study which looked at spending on consumer packaged goods in the lucrative US Hispanic market.
Les Binet and Sarah Carter, Admap, April 2015
This article argues that people approach almost all purchases with low interest, so the task for marketing is to make any category interesting.
GfK, March 2015
This article summarises a study of 10 countries into how young men are shopping for personal care and grooming products, finding that they are becoming increasingly engaged in the industry and are more likely to be influenced by advertising than women.
Rory Sutherland, Market Leader, Quarter 2, 2015
This article argues that marketers could learn valuable lessons from traffic planners when it comes to designing the customer journey.