Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2015
This event report demonstrates how Under Armour, the sports apparel brand, in partnership with agency Droga5, effectively connected with female consumers despite the brand’s overwhelmingly masculine heritage.
Jason Mander, Admap, October 2015
This article reveals findings from global research into people who follow brands on social media.
Vicki Loomes, Admap, October 2015
This short article suggests that brands should help people break out of demographic stereotypes and express their individual identities.
Reynold D’Silva, Warc Exclusive, September 2015
This article looks at the ways in which mobile apps are rapidly transforming lifestyles across Asia and considers the implications for marketers.
Christian Kugel , ESOMAR, Congress, Dublin, September 2015
This paper shares results from research by AOL, the mass media corporation, into digital content marketing.
Jo Tenzer and Andrew Crysell, ESOMAR, Congress, Dublin, September 2015
This paper shares the findings of a research project into the lives of young people aged 13-24 across 11 international markets, using mobile diaries to cover attitudes towards friends, media, brands, education and socialising.
Dave Choate and Chad R. Maxwell, ESOMAR, Congress, Dublin, September 2015
This paper identifies a new approach to leveraging insight from social media, focusing on who is doing the talking rather than what is being talked about.
Sheila Cunningham and Guy Perrem, ESOMAR, Congress, Dublin, September 2015
This paper demonstrates how Heineken, the beer brand, uses research to define the culture for specific cities, focusing on the main cities of Ireland - Dublin, Cork, Galway and Belfast.
Stephen Whiteside, Event Reports, MediaPost Engage: Millennials, September 2015
This event report shows how Schick, the razor brand, successfully tapped YouTube influencers in order to engage with millennials.
Practical tips, examples and recommended reading
Key trends and theories in effective segmentation