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Turning research into insight

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News

NEW YORK: Samsung, the electronics manufacturer, is looking to turn data and consumer research into “true insights”, an approach that has helped the company better understand its marketing performance and most loyal clientele.

Article

Samsung, the technology giant, has used "true" consumer insights to enhance its capabilities in areas ranging from performance marketing to consumer understanding.

News

ORLANDO, FL: General Mills has enhanced its insights operations by carefully consolidating its roster of vendors while also seeking out prospective new sources of data and inspiration.

Article

General Mills, the consumer packaged goods manufacturer, has successfully strengthened its insights function at a time of immense complexity.

Opinion

Ahead of the  Audience Analytics & Insight  conference on the 11th October, speaker Nicky Owen, Advertising Specialist at Credit Suisse, talks about knowing the aspects of success and bringing teams together.

Opinion

Ahead of the Audience Analytics & Insight conference on the 11th October, Simon McDonald, Managing Director, UK, at DVJ Insights talks about the future of the industry In your experience, how has the ...

News

NEW YORK: Airbnb, the online accommodation platform, relies on a “holistic” research strategy that blends qualitative and quantitative insights in order to understand the requirements of its guests and hosts.

Article

Understanding consumer wants and need is vital for Airbnb, the peer-to-peer online accommodation platform, as it seeks to provide the best possible experiences for the guests and hosts using its service.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Research Paper

This paper reveals best practices for using video in research, based on a project by AOL, the digital content brand, which explored how technology-powered solutions can help researchers incorporate video.

Research Paper

This paper highlights how Nestle, the food company, is addressing business questions faced by its Nescafe coffee brand in India, by working with disparate data and inspiring a more rounded solution to market research briefs.

Research Paper

This paper looks at how French airline brand, Air France KLM, created a new structure for its Customer and Market Insight (CMI) department for optimal customer experience.

Research Paper

This paper sets the context for why client research and insight functions need to change, discusses what the client-side role will look like and how it will add value to organisations.

Research Paper

This paper explains how easyJet, the European low-cost airline, maximised insight value by adopting LEAN methods within the brand and its extended team of partner agencies.

Opinion

Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.

Article

This event report outlines how POLITICO, the political news provider, is tapping consumer insights to more fully understand its audience at a time of profound change.

News

LONDON/AMSTERDAM: Observations are not insights, a distinction marketers need to grasp in a world where proactive, actionable insights are becoming the source of true competitive advantage.

Research Paper

This paper describes a desk research project for Avon, the cosmetics company, to provide cost-effective insights into its sales representatives in Brazil.

Article

This report assesses customer attitudes, in relation to how HSBC could rethink segmentation when producing their five year plan.

Article

This event report outlines what leading client-side marketers are looking for in their market research partners.

Opinion

The marketing industry recently received some sobering news. A  study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with whom they are communicating.

Research Paper

This paper describes how British Gas, the energy supplier, developed a new method to communicate the insights, analysis and research from its insight department to decision-makers in order to develop a customer-led culture at the top of the company.

Article

This short article relates an interview with Tanya Franklin, director of market and consumer insights at Lowe's, the American home improvement company, in which she describes how actionable insights lead to the creation of business advantages.

Research Paper

This paper sets out a new segmentation technique to produce consumer segments that are easily targetable by marketers, an area where traditional segmentation studies can fall short.

Research Paper

This paper examines the value of meta-analysing older research to find alternative stories within the data, as a form of narrative psychotherapy for brands in order to make use of potential insights.