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Research Paper

This paper explores the tension in Indonesia between its traditional, collective culture and a newer-found individualism, and what this means for marketers.

Article

This report provides insights into how sports content is being viewed and consumed in an increasingly fragmented media marketplace.

Article

This article demonstrates the best way of exploiting a new innovation and how to far to stretch it.

Case Study

This case study describes how Firestone, the US tire company, created differentiation for its products and reversed declining sales.

News

NEW YORK: NASCAR has transformed its research and insights capabilities, giving the racing-car circuit's commercial partners – like Coca-Cola – a deeper insight into return on investment than ever before.

Article

This event report discusses how NASCAR and Coca-Cola have taken a more granular approach to proving the return on sponsorship investment.

Research Paper

This study investigates the role of physical appearance (body mass index (BMI), body shape perception, self-esteem) and variables related to eating habits (food choice, critical attitude towards food, parents’ attitude towards food) in the development of advertising literacy in children focusing on food advertising.

Research Paper

This paper argues for a careful consideration of how the notion of brand works in Asia and what is distinctive about these Asian contexts.

Research Paper

Peter Cooper founded Cooper Research & Marketing (CRAM). During his career he wrote many papers and gave frequent conference presentations worldwide, which have influenced the growth and diversification of qualitative research as practised now.

Article

Warc's 2012 Asia Toolkit is a guide to the key challenges facing Asian brands, based on analysis of key papers and case studies by Warc's editors.

Research Paper

This paper is based on a consumer insight research programme conducted by AIA, the pan-Asian life insurance group.

Article

Warc's 2012 Toolkit is a guide to new ideas and best practice in marketing from around the world, based on analysis of key papers and case studies by Warc's editors.

Case Study

In a time of turmoil over safety, Goodyear embraced the opportunity to ignite a discussion on safety while other companies were avoiding it.

Article

This paper provides an overview of the global tires and inner tubes 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.

Article

This paper provides an overview of the tires and inner tubes 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.

Case Study

In the autumn of 2010, Goodyear Tires engaged MRM Worldwide to improve upon previous paid-search efforts in China.

Article

This paper provides an overview of the radio frequency identification (RFID) industry, primarily in the United States.

Article

The global 'superbrand', generating cost efficiencies from economies of scale, is the Holy Grail of most corporations.

Article

Poor focus group technique has undermined the usefulness of a potentially valuable research tool - particularly abuses of two-way mirrors.

Research Paper

This presentation intends to examine the analytics and research approach that are being used in customer loyalty.

Research Paper

Qualitative market research interviewing (qMRi) used to be about exploring respondents' innermost feelings in the framework of Freudian psychology.

Article

A concise history of market research, from its beginnings in the 1940s with Maslow's Hierarchy of Needs, to Vance Packard's Hidden Persuaders in the 1950s and George Gallup's influential work in the 1960s, through the rise and rise of qualitative research in the 1970s and 1980s, focus groups in the 1990s and behavioural economics in the noughties, to some predictions for the coming decade.

Research Paper

This study presents resource-advantage theory as a theoretical foundation for advancing theory development in global advertising research.

Research Paper

This paper discusses how the role of the research professional inside a company is changing, from being a provider of information (managing traditional research projects) to a more significant and proactive role, identifying business opportunities, assessing risks and delivering analytical insights in all aspects of the business.

Research Paper

The article discusses what can be learnt from previous recessions to help cope with the current one. The paper has two parts: 1) a study of data from the recessions of 1974-75, 1980-81 and 1990-91, and 2) views of senior industry figures who were there in the last recession.