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Qualitative theories & methods

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Article

This paper collects the most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

Article

This article collects current thinking and reading on focus groups and workshops as a method for gathering insights: a highly effective and in-depth approach, focus groups can reveal emotional, implicit and non-verbal thought processes.

Case Study

This case study explains how L'Oréal Paris, a cosmetics brand, tackled the lack of diversity within foundation shades by turning its harshest critics into its biggest advocates in the UK.

Case Study

This case study explains how letgo, an app for buying and selling secondhand goods, took over the US, Turkey and Norway by tapping into psychological differences between cultures.

Case Study

This case study shows how biopharmaceutical company Shire introduced its new dry-eye drug by educating women about their eye health and launching empowering lifestyle brand eyelove.

Case Study

This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

Case Study

This article explains how Off The Street Club, Chicago's oldest boys and girls club, helped children reject social pressures to live a life of crime on the streets with its 'Hope Is Tougher' campaign in the US.

Case Study

This case study describes how soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Case Study

This case study describes tea brand Brooke Bond Red Label's three-year, multi-channelled social experiment to get customers to reappraise the brand and to regain its market-leadership position in India.

Case Study

This case study describes how mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

This case study describes how Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Case Study

This case study describes how credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

This case study describes how Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.

Case Study

This case study describes how make-up brand Maybelline used Facebook, and its audience's obsession with Snapchat selfies, to launch its Dream Velvet foundation in Singapore.

Case Study

In this case study, Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Case Study

This case study explains how telecommunications company Singtel increased use of its data roaming product for Singaporean customers travelling abroad with a film, social media, and digital and search ads.

Case Study

This case study shows how confectionery brand SNICKERS partnered with 7-Eleven to engage Australian millennials in a category that has declined 6% since 2007.

Case Study

This case study shows how the automotive company, Ford Motor, introduced a campaign, The Science of Truck, for its Ford Ranger brand, which succeeded in making Australian drivers choose Ranger over its competitor, the Toyota HiLux.

Case Study

This case study shows how Nestlé Soothers, a medicated lozenge brand, bucked the category conventions and turned its weakness into its best weapon after losing 30% of its distribution in Australia.

Case Study

This case study looks at how Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.

Case Study

This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real food' movement for humans to pets by using emotive creative to advertise its natural dog food to Australians.

Case Study

This case study looks at how TAL, an Australian life insurer, launched an unknown brand into a mistrusted category without changing any aspect of the product.

Case Study

This campaign shows how Challenger, a financial company, motivated an uninterested retiree audience to pay attention and invest in annuities in Australia with its 'Challenger's Lifestyle Expectancy' campaign.

Case Study

This case study shows how Ford Motor Company's brand 'Ford Ranger' succeeded in repositioning the well-established Toyota HiLux as outdated, resulting in Australian drivers choosing the Ford Ranger and tripling its baseline sales growth.

Case Study

This case study shows how the Football Federation of Australia aimed to encourage people to support a Hyundai A-League (HAL) team in order to help its overall vision of making football the largest sport in Australia.