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Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Research Paper

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Article

This event report looks at how B2B marketing is slowly beginning to move away from a formulaic approach.

Case Study

This case study shows how the Natalia Ponce de Leon Foundation, a non-profit organisation, successfully pushed for governmental change towards the prosecution of acid attacks perpetrators, by developing a social awareness campaign in Colombia.

Article

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

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Research Paper

Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.

Research Paper

This paper explores strategies on how to best balance expanding survey length with the need for concise, relevant and engaging surveys, deployed in a device agnostic format.

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Research Paper

This study from NFU Mutual, a rurally-focused insurance company, details how the company tailored communications to farmers in order to give more farmers a succession plan to keep their holdings alive.

Research Paper

This article describes how Boehringer Ingelheim (BI), the pharma company, wanted greater understanding of patients' sentiments when faced with life-threatening disease in the USA, UK, France, Italy and Japan.

Research Paper

This paper describes how BBC Global News Ltd used an innovative research methodology to measure emotional engagement to content-led marketing and how the research has impacted on the industry and BBC Global News Ltd's content marketing offering.

Research Paper

This paper provides an overview of the Annual Global CEO Survey by PwC, the professional services group which, having run for 20 years, examines how CEOs respond to prolonged disruption in the market.

Research Paper

This article looks at how Heathrow Airport, London's main and the UK's largest airport, transformed its service by taking a holistic view of the passenger journey.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Research Paper

This paper discusses how alternative models for storytelling can be deployed to help organisations more effectively engage with and act on consumer insight; it's illustrated by a UK project undertaken for Walgreens Boots Alliance, the pharmacy group.

Research Paper

This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.

Research Paper

This paper analyses the use of the term ‘market research’ in a contemporary context.

Research Paper

This paper proposes the asymmetric rim weighting algorithm as an alternative to rim weighting (also called raking).

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.