Robert East, Mark Uncles, Jenni Romaniuk and Francesca Dall'Olmo Riley, International Journal of Market Research, Vol. 57, No. 3, 2015
Factors that occur before word-of-mouth (WOM) production are examined, using an influential typology established by Mangold et al. (1999). We conduct two surveys, each covering four service categories, and measure the factors associated with both positive and negative word of mouth.
Navin Williams, Mark Sismey, Pippa Bailey, Simon Harris and Siobhan Churchill, ESOMAR, Asia Pacific, Singapore, May 2015
This paper reveals some of the insights gained from a study that used a mobile instant messaging app (WeChat) to collect consumer data in China.
Venu Gorti, Ruchira Jain, Don Sexton and Kamal Sen, ESOMAR, Asia Pacific, Singapore, May 2015
This paper sets out how PepsiCo, the food and beverage company, developed a holistic research method based on perceived brand equity to find an optimal pricing strategy for its snack brands in India.
Geoffrey Precourt, Event Reports, ARF Re:think, March 2015
This event report covers how Dannon, the dairy group, has enhanced the status of its Light & Fit brand - a player in the very competitive US weight-management category.
Joseph Clift, Event Reports, iMedia Summit, April 2015
This event report looks at how fast food brand KFC revamped its image in the UK with a new marketing strategy that embraced neuroscience, store redesign and a high-risk documentary.
Sunando Das, Admap, May 2015
This article explains how social media insights can be harnessed, together with survey insights, to help marketers develop personalised, one-to-one marketing strategies.
Rob Isaacs, Warc Prize for Social Strategy, Shortlisted, 2015
This case study describes the social media aspect of a campaign by Wall's, the ice cream brand owned by Unilever, which was designed to fit mobile and appeal to younger people in the UK.
Maria Gioffre, Warc Prize for Social Strategy, Shortlisted, 2015
This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.
Tahaab Rais, Warc Prize for Social Strategy, Shortlisted, 2015
This case study sets out how cereal brand Nestlé Fitness used a content strategy in the form of a two-week webshow challenge to appeal to women living in Arab countries.