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Article

This report from the Futures Company looks at the implications of slowing growth in the global economy, arguing that brands can only counteract the trend by creating demand.

Article

This event report discusses how Taco Bell, the restaurant chain, has leveraged storytelling based around its brand purpose to engage consumers.

Article

This article looks at Japan's future in the wake of the 2011 earthquake, and the forthcoming 2020 Olympics.

Article

This article explores the implications of cheaper gas prices in the US on consumer spending habits, showing that in the short term there will be a positive, yet modest impact.

Article

This article describes the significant long-term opportunities for business development in Africa by exploring its trends and unique cultural and consumer context.

Article

This article provides a marketer's 'roadmap to the new America', analysing the implications of a demographic sea change predicted by the US Census projection of a 2043 'tipping point', when the country becomes majority-minority.

Article

This article suggests that market segmentation is as much about how you do as what you do with it, and offers guidance for effectively segmenting a market - and embedding the focus on a segment across the business.

Research Paper

The current study explored the effect of language-tailored political television advertisements on young-adult Latinos who live in the United States.

Article

This article discusses outdated loyalty programmes, and suggests how the relationship between customers and brands is changing towards a 'kinship economy'.

News

NEW YORK: Gayle Fuguitt, president/ceo of the Advertising Research Foundation (ARF), is to be inducted into the Market Research Council's (MRC) Hall of Fame, a status conferred on "outstanding" professionals in the industry.

Article

This essay argues that purpose is key to building brands in the digital age with three key behaviours driving changes in how people relate to brands.

Case Study

This case study describes a campaign in the US by Bissell, a floor care company, which used a social media strategy to halt a decline in sales of its core product.

Article

This short article argues that brands wanting to engage with Asian youth should re-think what it means to be a "global brand" and focus upon building "relationships" with specific groups of consumers.

Article

This article examines global trends around consumer activism and networked lives that point to the increasing importance of networks in making the changes that governments, companies and individuals are unable to effect.

Article

This short article summarises a longer Future Perspectives report – 'Unlocking New Sources of Growth' – and explores how businesses can identify new sources of growth and assess them in a structured way.

Article

This article explores how the changing expectations and actions of women are having repercussions for wider society and culture.

Article

This paper asks what companies can do to regain consumer trust following the 'Great Recession' of 2008.

Article

This short article describes how trends in economics, technology, society and values are combining to create a new shopper landscape with different rules.

Article

This report examines how shoppers and shopping are changing and how retailers should respond. It breaks down the combination of digital technologies, consumer expectations and socio-economic change that is transforming shopping.

Article

Four years on from the global financial crisis, economists are suggesting that rich economies may have to learn how to live in a world of low growth.

Article

While most analysis of women in the world focuses on how social and economic conditions affect their roles and identities, this paper takes a different approach by exploring how women act as catalysts for fundamental changes shaping everybody’s world.

Article

This report on Latin America identifies a region poised for a period of sustained growth, driven by demographic, political, technological and Chinese forces.

Article

Multicultural Millenials (MMs) are set to become the largest market in North America and may already be the most influential market.

Research Paper

Consumers’ active and discretionary use of social media is influenced by a myriad of individual attributes.

Article

How a company handles privacy is becoming increasingly important to its wider reputation. This Future Perspectives report from The Futures Company explores how ideas of privacy have changed in different parts of the world and the influence of new technologies on its evolution.