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Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Article

Details research from MMR on what drives perceptions of premium across FMCG and, using its findings, provides tips for brands to better their communications.

Article

Visual cues are fundamental to decision-making and, therefore, to branding, as they constitute the heuristics - mental shortcuts - that avoid thinking too hard.

Article

Valio, a Finnish dairy co-operative used semiotics, the study of signs, to understand its own position in consumers' minds, and overcame geopolitical challenges in the process.

Article

This paper collects the most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

Research Paper

The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.

Research Paper

Johnston Press, a British multimedia company, leveraged semiotics to understand how best to communicate with the readership of British newspaper, 'The i'.

Research Paper

BBC Radio 4, a British radio station, used qualitative research and semiotic analysis to identity problems with its output, which led to key changes.

Case Study

Baileys, an alcoholic drinks brand, conducted a global, cross-category study to understand how indulgence differs depending on cultural beliefs and different social functions.

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.

Research Paper

BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.

Research Paper

Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.

Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

Article

Examines the use of emojis in marketing by looking at a study from mobile app engagement provider Appboy, and provides brands with tips on how to incorporate emojis seamlessly.

Article

Behavioural economics has been a gift to anybody seeking to nudge behaviours but, crucially, it is not without its limitations.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper explains a research experiment using solely pictures to provide key learnings from this methodology and its implications for future market research projects.

Research Paper

This paper explains how Itaú Unibanco, Brazil's largest private bank, changed its life insurance products to focus on benefits in life, rather than after death.

Article

This 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); they are both techniques used by qualitative researchers to deliver cultural insight.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Article

This was a one-day Market Research Society conference with ten presentations covering a very wide perspective on methodological developments.

Research Paper

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

Research Paper

This paper describes a project that used artificial intelligence to extract insights from conversations on Twitter about two political events in 2016: the US presidential election and "Brexit", the UK's withdrawal from the European Union.

Research Paper

This paper explores the evolution of digital ethnography tools and their value in providing semiotic insight into cultural activity that is often difficult to access in Dubai.