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Qualitative theories & methods

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Case Study

Laundry detergent OMO Ultimate was re-launched on the Australian market with a video-led campaign around mothers and kids.

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.

Case Study

The RICU in The Home Office has established and developed an innovative thought leadership programme to drive adoption of secure online behaviours by the public and microbusinesses in the UK.

Research Paper

The RICU in the UK Home Office used a mix of qualitative research and open source analysis to uncover insights into criminal networks that endanger migrants.

Research Paper

Channel 4, a British public-service television broadcaster, conducted research into viewer behaviours and new technologies, which helped inform a new digital strategy.

Case Study

Virgin Trains, a train operating company in the UK, created personalised emails and SMS reminders to improve its communication with customers and ensure they booked again with Virgin.

Article

Highways England, a government owned company, developed a programme based on insight to help improve customer safety and experience in the UK.

Research Paper

In 2016, as part of the Dove Self-Esteem Project, Dove reaffirmed their commitment to positively impact young lives by inspiring women and girls globally to develop positive relationships with their appearance.

Case Study

Bodyform, the feminine hygiene brand, built an emotional connection with women in the UK aged 18-24 by urging them to not allow blood to hold them back.

Case Study

Arm & Hammer, an American manufacturer of household products, created a sample that offered strong visuals and a free balloon ride to convince UK consumers that its premium-priced toothpaste was worth purchasing.

Research Paper

Twitter UK, a news and social networking brand, found a clear value proposition by combining neuroscience and implicit response testing.

Case Study

Facebook, a social networking service, created a beauty advertisers tooklit to help brands identify the effect of mobiles on UK shoppers.

Case Study

Vodka Cruiser, a pre-mixed/ready-to-drink brand used Facebook Live to create an interactive branded 'TV show' to reconnect to young women in Australia.

Case Study

The National Trust, a conservation organisation in the UK, put value at the heart of its strategy and used more online channels to encourage new members to join and existing members to renew.

Case Study

The British Army used tagging technology, machine learning and AI to change its communication strategy and successfully increase applications among different target groups across the UK.

Case Study

Weetabix, a cereal brand, developed new insights into how people buy breakfast cereal in the UK, through research methods such as eye tracking, surveys and observation.

Research Paper

Cancer Research UK increased awareness of the correlation between cancer and obesity by using a multi stage qualitative research process.

Case Study

SunLife, a UK-based insurance business, tackled the issue of ageism in advertising by introducing a TV, radio and social campaign that featured real people in their 50s engaging in their passion.

Case Study

Buxton Water, a natural mineral water, used live social media and user-generated content to reconnect its brand with London Marathon runners and supporters in the UK.

Research Paper

BBC World Service English (WSE) gained insights into using podcasting to connect with younger digital audiences in various markets by using a multi-stage global methodology.

Case Study

Cargo handling company IAG Cargo attracted SME freight forwarders in the UK through an always-on loyalty programme tailored to their passion points.

Case Study

Heist Tights, a hosiery brand, created a socially responsible campaign in the UK that pushed back against the objectification of women in advertising.

Case Study

Du, a local telecommunications provider operating in the UAE only, increased its market share by targeting the expat Filipino community with an exclusive bundle.

Case Study

In a challenging environment with fierce competition, Australian cough remedy Prospan managed to grow sales and efficiently connect with its customers.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.