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Case Study

Embracing failure in its marketing helped the Canadian Ministry of Health and Long-Term Care change attitudes towards quitting smoking.

Case Study

Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.

Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

Article

KFC Thailand has used mobile consumer surveys to better understand their consumer market amid changes in category behaviours, using the data to fuel advertising investment, product testing and in-store testing.

Case Study

Car maker Hyundai launched the new B-SUV Creta car in Brazil leveraging its brand reputation.
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Case Study

Fast food company McDonald's promoted, through locally relevant products, its breakfast offering in the traditional market of Taiwan.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Opinion

The problem with endless over-optimisation is that practitioners look at advertising through the lens of a spreadsheet which, argues Faris Yakob, loses the humanity in the craft.

Article

How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Case Study

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Case Study

Powdered drink brand Tang used a multimedia campaign to extend its usage to innovative food and beverage recipes in order to increase consumption throughout the year in Pakistan.

Research Paper

Zurich Assurance, a Swiss insurance company, evaluated how customers assess value for money with workplace pensions through workshops and quantitative surveys.

Research Paper

Transport for London, a local government body, introduced the 'Please offer me a seat' scheme in the UK to help people with conditions or disabilities that aren't immediately obvious get priority seats on public transport.

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

TLC Marketing, a marketing agency, used Direct Mail to stand out and increase promotions with its network of fish and chip shops in 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

The British Library surveyed 3000 people in the UK to understand its potential audiences better.

Case Study

A self-funded loyalty program helped Pallas Foods, the wholesale food provider, increase customer spend while retaining their loyalty in Ireland.

Case Study

Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.

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.

Case Study

Leveraging customer insight and digital data, American knives manufacturer Benchmade increased its market share through an effective campaign.

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.