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Article

This article outlines how the Indian government is investing in digital payments, a trend which is transforming the Indian consumer economy.

Case Study

This case study shows how Signature, a whisky brand, tapped into millennials' aspirations in order to increase brand equity in India.

Research Paper

This paper describes the development of an integrated research 'compass toolset' for KAO Salon, a salon products manufacturer, to help it build consumer insights into its brand mission in Germany.

Case Study

This case study shows how Coors Light, a beer brand, quickly climbed the top 20 beer rankings in the UK by using a celebrity fronted campaign.

Case Study

This case study shows how Santander, a financial services brand, successfully challenged larger rivals in the current account market with an integrated campaign.

Research Paper

This paper explores the similarities between music and qualitative research which, it argues, both need to create a balanced relationship between art and science.

Case Study

This case study describes how Joko 'Jokowi' Widodo DK, a presidential candidate in Indonesia, used social media to win public appeal and, finally, the presidency.

Case Study

This case study describes how Jokowimania, an Indonesian presidential campaign team, boosted the candidate's popularity with an illustrated campaign.

Article

This event report describes how Alfa-Romeo, the automotive brand, was relaunched after gaining valuable insights into the luxury car buyer and positioning itself as a different kind of car.

Research Paper

This paper describes the effects and benefits of games in qualitative research, including increased engagement and better quality insights, using an example of research by German bank ING-DiBa to uncover new customer insights.

Article

This event report explains how for Family Dollar, the US discount retailer, 'value' is more about quality and experience than price.

Case Study

This case study describes how Banco Popular, the banking group, confronted a social norm of welfare dependency in Puerto Rico through music.

Case Study

This case study describes how Paddy Power, the bookmakers, reinvented itself as a social brand in order to empower sports fans and increase revenue.

Case Study

Virgin Mobile, a pre-paid carrier, wanted to grow its share of the crowded and competitive US mobile market, a strategy that it drove by 'A Higher Calling': a company-wide commitment to put the customer first by delivering extraordinary value, experiences and ways to connect.

Research Paper

Philips, the domestic appliance and personal care company, wanted to identify, understand and assist its most enthusiastic customers - "superpromoters" - in India.

Article

This paper, which focuses on the Indian market, argues that the ability to create and deliver innovative brand experiences has become an important core capability for luxury goods.

Case Study

The Art Fund is a small British charity that funds the acquisition of art for the enjoyment of future generations.

Case Study

In Puerto Rico, Banco Popular aimed to improve its brand popularity with this campaign.

Article

A global study by IBM found the role of the Chief Marketing Officer will become more paramount and influential.

Research Paper

This paper discusses work conducted by Blauw Research for Philips in India on customer advocacy, specifically customer enthusiasm, recommendation behaviour and influence.

Case Study

By 2007, Australian consumers were demanding better quality in their fast food; conversely, McDonald's food was increasingly perceived as poor quality.

Case Study

With the price of gas rising, Mall of America and its primary entertainment attraction - the indoor theme park, Nickelodeon Universe - needed to continue to attract a financially wary base of locals and tourists in 2011.

Research Paper

This study investigated whether sponsorships can have negative brand effects in some subgroups in the target market.

Article

This paper provides an overview of the global alcoholic beverages 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 premium bottled beverages industry, primarily in the United States.