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Behavioural research

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News

NEW YORK/CAMBRIDGE: Psychological traits identified from a single “like” on Facebook can be used to create targeted ads that boost both clicks and sales, a new academic study has found.

Opinion

If you’re a behavioural scientist in the tech industry, you’re in high demand, writes Mark Bell, Chief Experience Officer at Dare.

Article

This article looks at poor health literacy and how it can be improved with behavioural science, which is aiding better comprehension among patients.

Article

This article examines two different approaches to business, short-term expediency and long-term benefit.

Research Paper

This paper provides two case studies that explain how artificial intelligence (AI) can assist the market research industry in finding insights and predicting consumer behaviour.

Research Paper

This paper explains how Itaú Unibanco, Brazil's largest private bank, changed its life insurance products to focus on benefits in life, rather than after death.

Research Paper

This paper explains how the Internet of Things could have a positive environmental impact by using real-time displays of connected devices' power usage to help reduce electricity consumption.

Research Paper

This paper explains a research-led, three-pillar transformation that took place within the business of MetLife, the global insurance provider, to create a more customer-centric organisation.

Research Paper

This paper explains how Coca-Cola Japan, the soft drinks company, used innovative methodologies and a virtual experience technology to develop a new serving model for the freshly-brewed 'authentic' coffee it offers in convenience stores (CVS).

Article

This short article looks at Charles Duhigg’s ‘The Power of Habit’, a book that seeks to explain why habits exist and how changes can improve businesses, communities and lives.

Article

This article explains how behavioural economics can be used to encourage people to be more giving, in terms of donations, and how using this could help us build a better, even more altruistic society.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Research Paper

This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.

Article

This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.

News

LONDON: Marketers are generally well versed in such things as media use, audience behaviours and preferences, but they also need to acquire an understanding of consumer habits if they are to achieve lasting success, according to two industry ...

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Research Paper

This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.

Research Paper

This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.

Research Paper

This paper looks at the potential insights that can be gained from confronting the data gathered through machine learning with behavioural science principles.

Article

This event report outlines how artificial intelligence could reshape the way consumer insights are generated and activated, based on the example of Sqreem, an analytics provider.

Article

This event report outlines how behavioral economics can help marketers better understand and engage consumers.

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 paper describes the use and application of various ‘neuromarketing’ techniques to market research studies.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

This article describes key learnings from the use of facial coding to assess ad responses to understand how advertising success is affected by emotional response, and to understand how that response can be measured.