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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.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Article

This event report describes how Pernod Ricard, the international alcoholic beverage brand recast the brand for a young Indian audience by exploring a more nuanced idea of success than just wealth.

News

SYDNEY: Chinese personal shoppers, known as "daigou", have emerged as a powerful consumer segment in Australia, as more Australian brands head for the lucrative China market.

Research Paper

This article describes how Boehringer Ingelheim (BI), the pharma company, wanted greater understanding of patients' sentiments when faced with life-threatening disease in the USA, UK, France, Italy and Japan.

Research Paper

This paper describes a cross-funded international research programme designed to hasten a decline in child marriage in four developing economies around the world.

Research Paper

This paper describes a UK research project for Twitter, the social platform, to explore its impact on culture and language, analyse the nature of a good tweet and provide support for brands using its service.

Research Paper

This paper outlines research for the charity Action for Children (AfC), to measure the impact of a classroom-based programme it delivered in Scotland, designed to raise empathy and lower aggression in schoolchildren.

Research Paper

This paper describes a UK research project for Sky, a 'triple play' (TV, Broadband & Telephone) service provider, to determine a name for a new nationwide multi-category product launch.

Research Paper

This paper describes the use of computerized topic analysis to segment and analyze 'tweets' sent on the Twitter social networking platform by US presidential election candidates in 2016.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Research Paper

This paper examines the value of meta-analysing older research to find alternative stories within the data, as a form of narrative psychotherapy for brands in order to make use of potential insights.

Research Paper

This paper describes a UK research project for Twitter, the social network; it examines the impact Twitter has had on language and culture and vice versa, to help brands better engage with its audience.

News

LONDON: Creating an effective global brand strategy is a complex task that requires planners to immerse themselves in the brand, to identify universal human truths, to think long-term and to simplify big ideas.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Case Study

This case study describes how great consumer insight and game changing marketing executions have helped newly created Orchard Thieves cider, a Heineken Ireland brand, disrupt the category and market to create success.

Research Paper

This article reveals the findings of a study of the path-to-purchase and the shopping behaviours of buyers of personal notebooks and tablet computers on different online channels.

Research Paper

This article argues that online research offers the best way to democratise consumer understanding, making consumer research (CR) methodologies available to companies of all sizes.

Research Paper

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.