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Article

In the rush to comply with GDPR, many brands found themselves losing access to consumer data when they didn’t actually need to, but AI can help address this shortfall.

Article

Outlines the six ways to effectively blend brand purpose and data ethics.

Article

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

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.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Article

LOLA Mullen Lowe, the agency, used the global attention surrounding the 2018 FIFA World Cup to draw attention to the harsh climate facing the LGBTQ community in Russia, which was hosting the competition.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Case Study

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Case Study

Anti-dandruff shampoo Clear changed its brand proposition and used its sponsorship of the NBA Live app to increase brand awareness of its Cool Sport hero variant, and drive engagement in the Philippines.

Article

Provides marketers with information and guidance about using native advertising.

Case Study

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Research Paper

Aldi, the value supermarket chain, changed how UK consumers viewed the store and Christmas shopping behaviours to contribute to a record-breaking Christmas 2017.

Research Paper

Bauer Media collaborated with fellow media owner companies Dennis Publishing, Haymarket Media Group and Immediate Media to attain new insight into how motoring media and car advertising affect car buying behaviour in the UK.

Research Paper

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

Research Paper

The British Broadcasting Corporation looked into the people who were engaging with it on different digital platforms on a global scale.

Article

ASDA, a supermarket chain, got closer to their customers with its first longitudinal TV show ‘Our House’ in the UK.

Research Paper

Centra, a convenience retailer, redesigned its format and offering in stores to maximise targeted footfall and revenues in Ireland.

Research Paper

AXA, an insurance firm, optimised its marketing spend and became more relevant to Britons looking to move abroad.

Research Paper

GemSeek Consulting, a market research and data analytics firm, sheds light on an innovative and pragmatic application of machine-learning models to help a major European Telco address fierce competition.

Case Study

Listerine, a brand of antiseptic mouthwash product, segmented its audience to deliver targeted ads on Facebook, achieving an ROI of 3.2%.

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.

Research Paper

Vocalink, a payment systems company, combined cultural, ethnographic and user experience research to develop insights that helped Thailand’s PromptPay real-time payment system increase user adoption by 48%.

Research Paper

Takeda, a pharmaceutical company, changed its way of thinking and operating to embrace ‘outside-in’ thinking for designing products and services with its customers and patients at the heart of the organisation.

Case Study

Volkswagen, an automaker, partnered with navigation app Waze to increase brand recall in Brazil through offer awareness promotion.