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Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

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.

Article

Jaguar Land Rover, the British car manufacturer, along with Northstar took the format of 'The Apprentice' to conduct market research and present it in an engaging way.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Case Study

Jaguar Land Rover, an automotive company, used the guise of the television show 'The Apprentice' to execute data streams across various markets and gain valuable insights.

Research Paper

Metfriendly, the mutual society for the Metropolitan Police in the UK, used qualitative data streams and techniques to reverse membership decline.

Article

Explains how age and gender stereotypes are being turned on their head and have no place in modern marketing, using 107-year-old Japanese sprinter Hidekichi Miyazaki and Millennial Mark Zuckerberg as examples.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Research Paper

This paper explains how Northstar, a research agency, and Jaguar Land Rover (JLR), the automotive company, used pop culture as an innovative qualitative research methodology and re-imagined how to execute and disseminate target customer insight in the US, UK and Germany.

Case Study

This case study looks at how Kubota Tractor Australia's 'This is the Life' campaign transformed marketing of the entire category and targeted professional farmers while also identifying a new lifestyle segment.

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.

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.

Case Study

Non-profit hospital ships organization Mercy Ships Canada raised awareness among Canadian millennials by showing the difference their donations could make.

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.