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Article

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

Research Paper

This paper explains a mobile-based research methodology designed to measure both explicit and implicit non-verbal responses, illustrated by a Latin American pilot study for Heineken, the beer company.

Research Paper

This article contends that market research in Latin America is not fully utilising the opportunities offered by smartphones to conduct surveys and collect data, relying too much on face-to-face research.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Research Paper

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

Research Paper

This paper describes a survey based on SMS messaging, presenting details of the tests and pilots undertaken, the practical difficulties found and overcome, as well as an examination of the differences found between the CATI and SMS elements of the survey.

Article

This event report addresses how Hotwire, the travel website owned by Expedia, has boosted its performance on mobile.

Article

This article examines how mobile usage is growing exponentially, so brands should ensure that they are present for each micro-moment of the customer journey, making the experience optimised and in sync.

Article

This event report outlines how ESPN, the sports broadcaster, has leveraged the power of mobile to build its own brand and help its advertisers achieve their goals.

Article

This article offers advice on building effective mobile-first campaigns, based on new research.

Article

This event report offers guidance to marketing researchers seeking to adapt in an increasingly complex technological environment, based on analysis conducted by Ipsos.

Article

This paper explores how a research agency partnered with a leading contact lens manufacturer to use Apple Watches to capture patients' experience of wearing two different contact lenses.

Article

This paper outlines a UK-based 'customer immersion project' for Lloyds Banking Group (LBG), a research programme to help drive the bank's mission of building empathy and putting customers at the heart of its business.

Article

This article explores a UK study by the IAB, representing the advertising interests of digital media companies, into the areas of peak media engagement in a typical evening, demonstrating that at least half of those are not TV-related.

Case Study

This case study describes how Hindustan Unilever promoted its Lifebuoy soap brand to rural Indian communities with an on-the-ground programme to teach children the importance of hand washing.

Research Paper

This paper argues that the influential and widely used Chinese app, WeChat, has created a distinct national digital mindset, specifically representing a unique narrative form that can be leveraged to gain more spontaneous and unmediated responses from Chinese consumers.

Case Study

This case study shows how Three, a mobile operator, used a humorous campaign to introduce a more customer-centric value proposition and increase sales.

Article

This event report shows how companies are using "mobile outsourcing" to enhance their marketing research.

Research Paper

This paper reports on a multi-method UK study into chatbots and digital assistants (DAs), assessing their utility for brands (are they really a 'brand's best friend'?), consumers' propensity to use them and their potential applications for market research.

Research Paper

This paper describes the ways in which market research has contributed to the success of the SURF Survivors' Fund, the charity that supports survivors of the Rwandan genocide of the 1990s.

Research Paper

This paper seeks to establish a 'new norm' for understanding mobile consumers' retail habits by measuring the impact of mobile, online and offline media on store visits.

Research Paper

This paper addresses how surveys can create engagement in order to reduce boredom and keep survey respondents engaged in the answers, thereby providing better data.

Research Paper

This paper reports the findings of a study into what millennials are looking for when choosing a mobile network provider, including the best ways to talk to this demographic, and what would influence their likelihood to switch or stay with a provider.

Research Paper

This report details the customer centricity program developed by SkyTeam, a large international airline alliance, to bridge the divide between itself, its members and end users.

Article

This webinar explains how to leverage purchase-based targeting with mobile location to drive more relevant communications at point of interest.