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Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Article

This event report details how Coca-Cola, the soft drinks giant, is using pre-testing to drive advertising effectiveness.

Case Study

This case study shows how Pepsi Max, a carbonated drinks brand, used a content led digital strategy focusing on an existing product to build sales in the UK.

Article

This article suggests 5 steps to developing a flexible, adaptable strategy for e-commerce, through insight that creates a solid case, and constant improvement.

Article

This article helps agencies, brands and media owners understand the growing trend of chatbots, automated tools which can serve various consumer needs.

Article

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

Case Study

This case study looks at the soft-drink Pepsi Max's campaign in the UK to regain relevance among a millennial audience by putting a YouTube channel at the heart of their strategy.

Article

This event report outlines how Third Man Records, a music label/retailer founded by Jack White of The White Stripes, has carved out a distinct niche in the growing vinyl market.

Case Study

This case study describes how the Adler Planetarium encouraged more visitors by presenting the wonders of space in a way that people found approachable.

Case Study

This case study describes how Havells, one of India's most respected electrical products companies, launched and executed a communications campaign aimed at Indian (female) homemakers in order to increase consideration and raise sales of its home appliances.

Article

This Company Profile from Euromonitor provides key details and analysis of Electrolux AB. Included is a strategic evaluation with key facts about the Swedish company, competitive positioning against comparative brands, and assessment of its position in the electrical appliances market.

News

NEW YORK: Retailers are placing greater demands on brands when it comes to providing content and building tools like mobile apps, according to a senior executive at Stanley Black & Decker.

Article

This event report discusses how Stanley Black & Decker, the household and industrial tools group, is putting content at the heart of its marketing strategy.

News

BEIJING: Domestic brand owners in China are heightening their focus on content marketing, with digital platforms like microblogs, video and mobile assuming increased prominence.

News

NEW YORK: Roche and Pfizer, the pharma groups, spent more on R&D than any other brand owners in 2010, but Apple and Google, the tech giants, are seen as the most successful firms in this area.

Article

This paper provides an overview of the lawn and garden equipment industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the global hand tools and hardware industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Research Paper

Market segmentation is a widely accepted concept in marketing research and planning. Although cluster analysis has been extensively applied to segment markets in the last 50 years, the ways in which the results were obtained have often been reported to be less than satisfactory by both practitioners (Yankelovich & Meer 2006) and academics (Dolnicar 2003).

Research Paper

This study attempts to identify the determinants of cellular operator selection based on a multi-item measure used for data collection.

Case Study

Despite being available in the UK for many years, high pressure washers remained a relatively underdeveloped category.

Research Paper

Choice models are a common tool in market research for quantifying the influence of product attributes on consumer decisions.

News

NEW YORK: Brand owners must "expand their horizons" into new categories and markets to identify potential channels of future revenue growth, a study has argued.

News

NEW YORK: An increasing number of major companies are employing social media tools to enhance their internal processes in areas from advertising to customer service.

Case Study

Following a review of their kitchen business, B&Q needed to develop a new customer proposition and brand for their mass-premium segment.

Article

The decision by mid-market fast-food chain Denny's to invest $5m in offering a free breakfast to the whole of America, publicised via a 30-second spot during the 2009 Superbowl, is covered in this paper by WARC Online U.S.