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Research Paper

This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.

Article

The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.

Article

Digital marketers need to start asking more whys if they want to improve their business in the long run.

Article

Showcases three of the strongest techniques to build more creative environments and to maximise creativity in marketing teams.

Article

Using rational and emotional drivers of brand choice, this article examines research into the relative performance of 15-second vs. 30-second ads.

Article

Discusses the difficulties in achieving financial capability, the failure of education to help ease this and how providing feedback is a markedly better way to help tackle this problem.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Article

Mindframes shares six perspectives that 'explore and understand a different representation of reality' when it comes to market research.

News

GLOBAL: Consumer attention is an increasingly scarce commodity in a fragmented media landscape and marketers may have to look beyond simple viewability or OTS metrics to measure this aspect of consumer behaviour.

News

NEW YORK: Corporate social responsibility (CSR) initiatives must address the interests of a company’s intended audience to fully support the high-minded intentions of the sponsoring service, a paper in the Journal of Advertising Research ...

Research Paper

Some thought leaders suggest that human attention is becoming so scarce that it will become a market currency unto itself and future marketers will trade on attention as a measure of advertising success.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Article

Nutri-Grain, the cereal bar made by The Kellogg Co., responded to a period of limited advertising success by fundamentally rethinking its strategy.

News

LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.

Article

Lack of variation in data can be indicative of a trend or problem in of itself, and so shouldn’t be ignored.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Research Paper

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

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

Opinion

Humans have only experienced modernity as a blip – for the rest of our existence, the natural world was the basis of all our stimulus.

Research Paper

The Home Office's Research, Information and Communications Unit (RICU) conducted research into the development and refinement of a successful behaviour change campaign in relation to Indecent Images of Children in the UK.

Research Paper

The Bill and Melinda Gates Foundation, a private foundation founded by Bill and Melinda Gates, used research to generate demand for Voluntary Medical Male Circumcision in Zambia and Zimbabwe, to help tackle their HIV epidemic.

Article

Explains the term 'sludge' as the dark side of nudge ethics and provides a solution to these practices in the form of a policing role for behavioural economics.

Research Paper

Dulux, a paint brand, used a new research methodology that harnesses the power of social data, which enabled it to understand painting and decorating in the wider context of UK consumers' lives.

Article

Three-dimensional audience segmentation (who people are, what they do and how they say they think and feel) can provide a fuller range of insights, but ignoring the subconscious, or the 'fourth dimension', can be a huge omission.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.