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Article

Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.

Article

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.

News

AB InBev, the world’s largest brewer, is teaming up with Tilray, a cannabis producer based in Canada, to research and develop non-alcoholic drinks infused with the drug.

News

Data and machine learning are increasingly being used by food and beverage brands to develop new products and to identify the flavours that will work best in new markets.

Article

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Opinion

Commercial data and insights business Dun & Bradstreet has reinvented its marketing in the past year.

Article

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.

Article

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Case Study

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

Research Paper

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.

Research Paper

In Germany, skincare giant Beiersdorf compared human-driven and machine-driven qualitative research to ascertain which approach can best identify innovation opportunities.

Research Paper

Researchers from The House of Insights and Haystack International partnered to develop a tool that can predict the likelihood of a flavour succeeding in any given beverage market in the world.

Research Paper

Mars Petcare, a pet food and animal care brand, cut through non-relevant data to better understand its shoppers' needs in the UK.

Case Study

Chocolate bar Snickers used its packaging as a social media tool in partnership with a messaging app, to turn around a decline in sales of its single-bar product in Japan.

Article

This Company Profile from Euromonitor provides key details and analysis of Brown-Forman, the owner of brands such as Jack Daniel's, Southern Comfort, Finlandia, Chambord and Herradura.

News

Coca-Cola, the global beverages giant, opted for a co-creation experiment with customers to ensure its product innovation strategy reflected the true tastes of Southeast Asia.

Article

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Research Paper

Barry Callebaut, a cocoa producer and grinder, applied the Symphony of Senses Model to innovate in a consumer-centric manner in Belgium.

Research Paper

Babbel, the language learning app, conducted research in Germany to create a spark that propelled the company forward to engage internal stakeholders in novel ways, and achieve impact as well as a culture change.

Research Paper

Hasbro, a toy and board game company, conducted research that allowed it to make data-driven decisions to optimise its advertising investment in Spain, adapting the campaigns to the real behaviour of the different targets, and adjusting the use of media for every specific moment of the consumer journey.

Research Paper

Metfriendly, a financial institution, increased its new business and membership in the UK by using insights to build a new communications strategy with potential members.

Article

Coca-Cola, the global beverages giant, tapped co-creation with customers to drives its product innovation in Southeast Asia.