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Research Paper

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Opinion

Ahead of the  Audience Analytics & Insight  conference on the 11th October, speaker Nicky Owen, Advertising Specialist at Credit Suisse, talks about knowing the aspects of success and bringing teams together.

Research Paper

This paper explains how data mining using artificial intelligence (AI) helped gauge interest in Arper, an Italian furniture company, and competitor brands on digital platforms.

Research Paper

This paper looks at how French airline brand, Air France KLM, created a new structure for its Customer and Market Insight (CMI) department for optimal customer experience.

Research Paper

This paper explains how Coca-Cola Japan, the soft drinks company, invested in a tiny three-person start up from the UK, ZappiStore, to solve creative problems.

Research Paper

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.

Research Paper

This paper sets the context for why client research and insight functions need to change, discusses what the client-side role will look like and how it will add value to organisations.

Case Study

This case study looks at how Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.

Article

This article surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Article

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Article

This event report looks at how B2B marketing is slowly beginning to move away from a formulaic approach.

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Case Study

This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.

Research Paper

This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Article

This article addresses the current issues facing marketers that use programmatic advertising, based on a study spearheaded by the Association of National Advertisers (ANA) and Association of Canadian Advertisers (ACA).

Case Study

This case study explains how Airbnb, a travel accommodations brand, reached beyond its millennial audience with its 'Don't Go There, Live There' campaign in the US, which directly challenged how people were travelling.

Article

This article explores the ways in which companies such as Kaiser Permanente, the healthcare group, Marriott International, the hotels group, and car brand Nissan promote diversity.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Research Paper

This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.

Research Paper

This paper details the findings of a study into consumer attitudes and awareness across Europe of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA), a mechanism for consumers to control their preferences for online behavioural advertising.