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LONDON: There are many applications and use cases for augmented reality (AR) at all stages of the shopper journey but it is essential to take a shopper-centric or UX approach to planning, rather than a media- or brand-centric one, two industry ...

Case Study

L'Oréal Paris, a cosmetics brand, tackled the lack of diversity within foundation shades by turning its harshest critics into its biggest advocates in the UK and Ireland.

Case Study

Beats by Dre, a headphones brand, successfully established itself in the global headphones market by pairing with sports to promote its product as a tool for victory.

Article

This article describes some of the applications and use cases for AR at all stages of the shopper journey, backed by omnichannel purchase journey insights, creating a new concept dubbed Augmented Retail.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper describes how the TV network HBO developed an innovative online community, integrating its market research strategy into a single platform, in order to listen to users and generate agile market research insights across Latin- and South America.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Research Paper

This paper is a summary of analysis of an international database of over 30,000 polls from 473 elections between 1936 and 2017, to assess accuracy trends within opinion polling in light of recent criticism.

Case Study

This case study looks at how Frucor's brand OVI, an Australian soft drink product, repositioned its entire brand after being under threat of imminent failure.

Case Study

This case study shows how Frucor's brand V Energy had success with its 'The Massive Hit that Improves You A Bit' campaign in Australia despite increasing regulatory and lobbying pressure for its caffeine and sugar content.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Case Study

This case study shows how Johnson & Johnson, an over-the-counter pharmaceuticals brand, teamed up with Kleenex and Clorox to develop the 'College Care Essentials' campaign which created a total care solution for parents and their independent college students in the US.

Case Study

This case study looks at how Pepsi, the beverage brand, helped differentiate itself from other brands in the category with its #SayItWithPepsi campaign, launched in the US.

Research Paper

This paper examines the effectiveness of survey gamification techniques in Asia to see how cultural differences affect the way people play the games.

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 Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.

Research Paper

This paper describes the use and application of various ‘neuromarketing’ techniques to market research studies.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Article

This event report outlines how Nike, the sporting goods group, is using messaging apps to engage consumers.

Article

This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.

Case Study

This case study details how Lotto 6/49, a national Canadian lottery game, increased sales among millennial Quebecers by making them realise life is full of lucky moments.

Case Study

This case study details how McDonald's, the fast food restaurant chain, used its sponsorship program to increase sales in Quebec, Canada.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the transport category.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.