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Research Paper

This paper discusses the role of video-based research methods through a medical research study in China, with particular focus on why this method is effective in helping address the needs of those with multiple chronic conditions.

Research Paper

This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.

Article

This event report discusses how MTV engaged Indian youth by pioneering a completely new form of market research/insight gathering methodology through the selfie.

Research Paper

This paper describes an international research project in response to a brief by Viacom, the media group, which wanted to renew its understanding of Generation X.

Research Paper

This paper describes a UK research project by Egmont Publishing to explore whether time-poor parents still read to their children and, if so, whether they use a digital device or a print book, and the emotional drivers around this activity.

Research Paper

This paper argues for the evolution of the role of video in qualitative research, given that half of the human brain is dedicating to visual function.

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 discusses why enjoyment is key to engagement and asks how research can be made more enjoyable for participants without compromising on quality of output.

Research Paper

This paper examines how smart data integration can reinvent market research through sustainable consumer connection, seeing the future first, and moving from insight to impact.

Research Paper

This paper describes the execution and results of a digital qualitative study focused on better understanding the emerging middle class in Latin America.

Article

This event report demonstrates how Hershey, the candy manufacturer, has tapped into emotional consumer insights using techniques such as mind modelling.

Research Paper

This case study demonstrates the approach used by HSBC, the bank, to understand its Emerging Affluent audience in order to build successful global customer propositions.

Case Study

This case study describes how research and collaboration led to a successful global communication campaign for Galderma, an international dermatology company.

Case Study

This case study demonstrates how insurance company RSA's Insight Team reevaluated incorrect assumptions and addressed the blind spots to drive positive change in its Home Claims operation.

Case Study

This case study describes how Revlon, the cosmetics company, used an innovative approach to revolutionise its understanding of the UK cosmetics shopper.

Research Paper

This case study describes how Instagram, the image-based social network, deployed cultural insight within a multi-method approach to understand how advertising should evolve in the current cultural context.

Research Paper

This paper explores the development of a research project looking to understand the drivers behind young peoples' desire to visit Las Vegas.

Research Paper

This paper, which includes a case study from Shell, the energy company, offers tips on how to pick key insights out of the mass of data-driven possibilities available and effectively sell these insights within and outside the business.

Research Paper

This paper explains how 'grey' emotions can act as triggers to consumption or to an enjoyable post-purchase experience, as well as how qualitative research can provide tools to better tap into these emotions.

Research Paper

Pinterest represents a new kind of social media that satisfies distinct purposes for female consumers, even as it opens up new opportunities for advertisers.

Research Paper

This paper proposes a new research method - stockography - which takes material such as photographs that people have taken to document their lives, and compares it to the past to understand change in society, culture and people.

Research Paper

This paper examines the usefulness of analysing 'selfies' to understand how people feel about brands, finding that selfies are uncorrelated to people's true feelings about a brand and are not useful in research.

Research Paper

This paper highlights six common myths in research and sets out related best practices for generating new consumer insights, using work with Telefonica, the telecoms company, as an example.

Research Paper

This paper discusses the implications and opportunities of wearable devices for market research, given the ability of devices to capture consumer behaviour data unconsciously from a natural vantage point.

Article

This event report discusses how Starbucks, the coffee house chain, is balancing automated tools and more traditional forms of insights-gathering as it seeks to consistently improve the customer experience.