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Research Paper

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

Research Paper

This paper describes a project that used artificial intelligence to extract insights from conversations on Twitter about two political events in 2016: the US presidential election and "Brexit", the UK's withdrawal from the European Union.

Research Paper

This paper describes research for the Comedy Central cable channel into the role of Mexican humor in TV and, in particular, what makes young Mexicans laugh.

Research Paper

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.

Research Paper

This paper describes consumer and shopper research that led to a successful portfolio reconfiguration of PepsiCo's salty-snack multipacks in Colombia.

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.

Research Paper

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

News

SEATTLE/MEXICO CITY: Amazon began operations in Mexico two years ago, but now online consumers in parts of the country can access free shipping as well as streamed video after the e-commerce giant announced the launch of Amazon Prime.

Case Study

This case study describes how Tecate, a Heineken-owned Mexican beer brand, increased sales and market share, closing the gap between it and the international leader, Coronita, with a bold new design.

News

BOCA RATON, FL: Coca-Cola, the soft drinks giant, has found that measuring how marketing impacts consumer "feelings" offers powerful real-time insights which can then help boost key brand metrics.

Article

This event report outlines how Coca-Cola, the soft drinks giant, measured advertising engagement among Brazilian teens in real time during the 2016 Olympic Games.

Case Study

This case study details how Netflix, a video streaming service, used an unusual political situation and Twitter to market its House of Cards political drama in Argentina.

Article

This case study describes how the Animal Defenders Association (ADA) in Colombia used Tinder, the mobile dating app, to drive adoption of its abandoned cats and dogs.

Case Study

This paper describes a global research project for PayPal, the online payment service, which sought to contemporise the brand and align it with people's attitudes to money.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Case Study

This case study explains how Antarctica, a beer brand, rebuilt its connection with people in Rio de Janeiro, Brazil, by encouraging people to put down their phones and enjoy carnival.

Case Study

This case study explains how Paleta Payaso, a Mexican confectionery brand, quickly reacted to a negative social media story.

Article

This case study explains how Pinguino, a leading ice cream brand owned by Unilever, increased sales by helping people have fun during the summer in Ecuador.

Case Study

This case study describes a brand re-launch by Masglo, a Colombian nail polish brand, which built an emotional connection with women.

Case Study

This case study sets out how Chevrolet used a partnership with Manchester United, the football club, to create an online game which led to an increase in sales.

Case Study

This case study explains how Wong Asia, a supermarket in Peru, responded quickly to maintain its reputation after a store burnt down.

Case Study

This case study describes how deodorant brand AXE used WhatsApp to communicate with young Millennial men in Ecuador.

Case Study

This case study describes how the Ralph Lauren perfume brand Polo Red targeted Brazilian tourists travelling to and from the US with hyper-personalised messages and creative to achieve standout in the crowded airport terminal environment.

News

BUENOS AIRES: Nine out of ten people connected to the internet in Latin America have a smartphone, according to a new report tracking trends in digital consumption and mobile apps usage in the region.

Case Study

This case study describes how Antarctica, a Brazilian beer brand, reinstated its role in the lives of Brazilian beer drinkers through its innovative use of digital, connecting people and the brand offline.