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Opinion

There’s not just an ethical reason, but also a growing commercial imperative for brands to assume a people-first approach and stop using stereotypes in their advertising, says Sally McLaren, director at Sense.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Case Study

This case study shows how Advanced, a business solutions provider, used fairy-tales to position itself as the market's saviour in the UK.

Article

This was a one-day Market Research Society conference with ten presentations covering a very wide perspective on methodological developments.

Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

Article

This event report outlines how Georgia-Pacific, the paper-products company, is seeking to advance female equality in advertising.

Case Study

This case study details how Interac, a non-profit interbank network, increased transactions during the holiday period in the Canadian market.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

This paper explores how Barbie, the Mattel-manufactured children's doll, adopted a new positioning that rejected the identikit image of American beauty that had defined her past, and embraced diversity and aspiration.

Case Study

This case study describes how US deodorant brand Old Spice connected with its target audience by creating a live-streaming, live-action, user-controlled video game.

Research Paper

This paper describes some of the creative research methods used in a project for the Dutch Tax and Customs Administration (the tax authority), which wanted its employees to understand taxpayers and encourage more of them to submit their tax declaration themselves.

Case Study

This case study shows how The Platinum Guild, a Chinese jewellery brand and provider of wedding rings, cut against category norms by showing how marriages sometimes have problems - and increased sales as a result.

Research Paper

The paper describes a qualitative research project by MTV India, the television channel, that investigated the relationship between content and youth identity among India's centennial generation.

Case Study

This case study explores how ALDI, the discount supermarket, stole share from the big 2 Australian supermarkets by celebrating the battle that is Christmas.

Case Study

This case study describes how Plan Norway, an NGO working for girls' rights, raised awareness about child marriage and its consequences among women, youth, politicians and the general public and recruited new supporters by making the problem feel closer to home.

Case Study

This case study describes how the Loteria de Navidad (Spanish Christmas lottery) used authentic stories and traditional values to recapture its magic as an iconic brand in Spanish society.

Article

This article argues that the way brands should adapt to the era of personalization is by taking advantage of their mythodological capabilities by creating stories that can become adaptable when shared with others.

Article

This article argues that marketers need to identify and address the fundamental issues that are hindering them on the path to effective personalization.

Case Study

This case study details how Hasbro, the toy manufacturer, made its products stand out at the Hamleys store at the Moscow Central Children's Mall in Russia.

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Case Study

This case study demonstrates how KIA Motors, the automotive maker, grew rates for car check-ups in Italy.

Research Paper

This paper explains how 'grey' emotions can act as triggers to consumption or to an enjoyable post-purchase experience, as well as how qualitative research can provide tools to better tap into these emotions.

Case Study

This case study demonstrates how Fairy washing-up liquid reconnected people in Spain and the UK emotionally with the brand as well as reassured them that Fairy was worth paying more for.

Research Paper

This paper argues that purchase journey models do not help businesses and researchers understand consumer behaviour because they state the already obvious and lack key details and explanations.