Jony Oktavian Haryanto and Luiz Moutinho, International Journal of Market Research, Vol. 56, No. 6, 2014
The potential of the child segment offers an immense opportunity for marketers to explore. In the ever more dynamic and ever changing children’s market, the identification and ability to optimise the factors that can preserve product dominance are key to product longevity.

Ruthie Brandman and Christiane Schmitz-Trebeljahr, ESOMAR, Qualitative, November 2014

This paper explains how Cognitive Interview (CI) can be applied to qualitative market research, using examples from Germany, Israel and the US which generated insights on the detailed perceptions of a retail environment.


Dianne Gardiner, ESOMAR, Qualitative, November 2014

This paper looks at how researchers can use the data generated by new technologies to better understand consumer behaviour and generate insights for marketers by incorporating storytelling, and tests two different methods.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Vicomte A, a fashion brand, used Facebook to reach a female audience in China.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the creation and launch of a new brand ambassador for Glamour Sales, a luxury e-commerce company in China.


Josh Grace and Shailesh Iyer , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how IKEA, the furniture retailer, promoted the durability of its kitchens by challenging Malaysians and Singaporeans to a cooking marathon.


Cairo Marsh and Mark Leong, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how McDonald's, the fast food chain, made its existing mobile loyalty programme in Japan more effective by leveraging user data.


Raymond Chin, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Watsons, a retail chain, promoted its loyalty card scheme by adding the functionality of a cash card in Malaysia.


Tathagata Chatterjee, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Greenlam, a wooden laminates company, raised involvement in this category in India with a campaign focussed on beautiful homes.

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