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Women 2020: How women's actions and expectations are changing the future
A paper exploring how women act as catalysts for change, today and in the future. It argues that marketers should respect the changing role of women in society, and the deep repercussions of this shift for both popular and consumer culture around the world.
Midlife Women: Embracing power and avoiding invisibility
This paper analyses the state of women aged 45-64 years old, using an international perspective.
Do men and women respond differently to ads?
Research which measured gendered emotional responses to ads by creative approach.
How to market to women
Best Practice paper offering practical tips, examples and recommended reading.
P&G tackles a taboo with a digital conversation – 'Like a Girl'
How Always engaged consumers in a new way by changing the conversation.
Clinique: Smart Beauty
This case study shows how Clinique, a global premium skincare brand, launched two new products into the Australian market, cementing the brand as a leading skincare innovator.
This case demonstrates how Prince, a heritage biscuit brand from France and Belgium, reinvented itself for young prospective consumers whilst maintaining its appeal to the children's mothers.
Fairy Liquid: The longer lasting brand legend
This case study demonstrates how Fairy washing-up liquid reconnected people in Spain and the UK emotionally with the brand as well as reassured them that Fairy was worth paying more for.
Olay: Stepchanging digital to drive purchase intent with search and consumer ratings & reviews
This case study shows how Olay, the skin care brand, included digital search and content generation into its previously traditional media campaigns, to grow brand awareness and purchase intent in Thailand.
Know the audience: Mums
This article discusses recent global statistics, research and insights into mothers.
Using Greimas' semiotics in ethnic consumer research
With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.
Young Women's Health: Global attitudes towards health, fitness and wellbeing among the under 30s and market impact - executive briefing
This article highlights topline trends in young women's approach to fitness and health across the world.
Marketing to women: Glass lions and shattering the glass ceiling
This article outlines four key changes in how India's brands are targeting women, and the evolution of Indian women as a consumer superpower.
This Girl Can: The power of insights and letting go
This event report looks at how a government agency set out to promote behavioural change among women and get them more involved in exercise and sport.
Three sides to every story: How qualitative research can incorporate technology in visual, verbal and written narrative
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.
How Jones New York fine-tunes its brand, decade by decade
This event report explores how Jones New York, the women's clothing retailer, has drawn on the changing roles and status of women over the course of more than four decades in order to remain at the cutting-edge of style, while also offering accessible pricing.
We can do better: Brands and the changing Indian woman
This article argues that young Indian women have outraced marketers in both the market and the mind, and asks whether advertisers are doing enough to engage them.
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