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Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This article explores the concept of age, specifically in terms of 16-19 year olds and those over 65, in relation to branding, personal attitudes and perceptions, and responses to music.

Article

This event report looks at how brands prepare for technological and cultural change; the BBC, the UK's public broadcaster looks to its audience, while PepsiCo's fruit and veg division looks beyond juice toward health and wellbeing.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Research Paper

This paper explores how Sky UK, the satellite TV company, undertook in-depth customer research in the UK and modelled it against third-party big data to find out which groups would respond to different communications, broadening the purchase funnel for subscriptions.

Research Paper

This paper reports on a global study seeking to understand whether Generation X consumers have grown 'boring' in their middle age; it concludes they have not and still retain some original, youthful traits.

Article

This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.

Article

This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.

Article

This short article describes how teenagers are increasingly rejecting the concept of sharing everything in their lives through digital channels.

Case Study

This case study describes a campaign from DEPEND, a US incontinence brand, that placed real Walmart women at the centre of the program and amplified personal experiences throughout the path to purchase.

Article

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.

Article

This report examines the relevant consumer insights for coffee chains and QSRs in the major South East Asian cities of Singapore, Hong Kong, Jakarta, Bangkok, Kuala Lumpur and Manila over a month in mid 2015.

News

LONDON: Older consumers in most markets own the greatest proportion of household wealth yet marketers tend to neglect them and to focus on a younger demographic whose spending is constrained by housing costs, family commitments and often debt.

Article

This article explains how marketers can best adapt their strategies to appeal to the 50+ consumer, a growing demographic.

Research Paper

This paper describes how a method of ethnographic research conducted on the Indian Railways delivered insights into generational interplay and demonstrates how it can be used in other cultures and countries.

Research Paper

This paper explores the research method of Connectivity as a way to empower brands to better understand and engage consumers, by using the 'Tumblr generation' as a target group example.

Research Paper

This paper discusses a research project that focused on the Indian ecommerce industry and uncovered consumers' implicit and explicit motivations, keyed to their Western influences and their native culture.

Research Paper

This paper explains how qualitative research has become a methodological asset that allows a better understanding of customer engagement, how it is evolving and how it can be applied to increase growth.

Article

This report covers how brands can develop a 'lifetime customer experience' that engages aging consumers.

Article

This article demonstrates how firms can grow profits in Asia by meeting the needs and expectations of the senior market, which has been largely ignored.

Article

This article assesses the opportunities for tourism and travel marketers amongst older demographic segments in Australia and provides recommendations for how to reach them.

Article

This event report considers how financial services brand MasterCard is repositioning itself as a lifestyle brand rather than a simple payments brand.

Article

This short article suggests that brands should help people break out of demographic stereotypes and express their individual identities.

Research Paper

This paper shares the findings of a research project into the lives of young people aged 13-24 across 11 international markets, using mobile diaries to cover attitudes towards friends, media, brands, education and socialising.

Research Paper

This paper argues that the characteristics of Generation Z, who are more independent-minded and confident with technology, will drastically change the market research industry.