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Key reading

men

The ideal man: The challenge of national cultures for global brands

This TNS report sets out cultural comparisons based on different concepts of the 'ideal man' from around the world. It argues that the brands most likely to win are those closely aligned with consumer needs – rooted in distinct cultures.

How to market effectively to men

Best Practice paper offering practical tips, examples and recommended reading on men.
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How men shop for personal grooming products

Results from a study of 10 countries looking into young men and personal care brands.

Do men and women respond differently to ads?

Research measuring gendered emotional responses to ads by creative approach.

Young men's attitudes towards health, fitness & wellbeing

Euromonitor's global report analyses both attitudes and the implications for marketers.




Latest case studies

Renault: A map of all the places this car will take you

This case study describes how Renault, the car maker, launched a new 4x4 model into a highly competitive market in the UK using a targeted CRM programme.

Dove Men+Care: Men find out they're pregnant

This case study examines how Dove, a personal care brand, drove awareness of Dove Men+Care and its vision of a nurturing masculinity through video in the UK.

Unibet: A betting agency that tells you how to win

This case study details how Unibet, a betting agency, increased brand awareness across seven global markets during Euro2016.

Shock Top: Unfiltered Talk

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

Latest articles

Social insight for gender differences in navigation

This paper describes a research project for HERE, a global location data company, which wanted to understand why the majority of users of its smartphone location app were male and how it could better appeal to women.

How Dollar Shave Club is boosting app adoption – and revenue

This event report covers how Dollar Shave Club, a digital subscription service for male grooming products, is driving downloads and revenue from its mobile app.

Understanding a Man’s Online World: Quality matters - inspirational, provocative, transformational insights from men’s world

This paper describes a qualitative research project for Unilever, the consumer goods manufacturer, which wanted to understand better how Turkish men shopped online for personal care products.

The changing face of the beauty customer

This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.

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