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Case Study

This case study describes how Mondelez used a cinema-based experiential campaign to drive sales of its Cadbury Dairy Milk Oreo variant in Egypt.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Case Study

This case study shows how Micromax, an electronics brand, successfully shifted its brand message by deploying a geo-targeting campaign in India.

Case Study

This case study describes how Indian broadband provider ACT Fibernet, used animated content to gain audience attention and increase engagement on its Facebook page.

Article

This article examines the immense power of Instagram and its wealth of user-generated content, which brands can use to create cultural value that goes beyond products.

Opinion

Faris Yakob addresses the tensions between short-term sales effects and longer-term brand building - and concludes that measurement holds the key to untangling this paradoxical relationship.

Research Paper

This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.

Research Paper

This paper examines whether the use of split questionnaire design can improve survey response, data quality, efficiency and participant experience in the APAC region.

Article

This article explores the common mistakes made by marketers when targeting Australian mums, based on a survey of 1800 mothers in the country.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Research Paper

Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.

Article

This event report explores the impact that live video is having on news, and specifically how it is affecting reporting on social media.

Article

This article explains how marketers can harness the power of Instagram and user-generated visual content to create value for their brands.

Article

This event report outlines several practical steps that brands can take to enhance their social media marketing efforts.

Research Paper

This paper describes how British Gas, the energy supplier, developed a new method to communicate the insights, analysis and research from its insight department to decision-makers in order to develop a customer-led culture at the top of the company.

Case Study

This case study shows how Castrol, a motor lubricant brand, tapped into a niche consumer segment by creating its own community-based app in India.

Case Study

This case study describes how Flipkart, India's leading e-commerce platform, created an integrated eco-system to engage people emotionally with the brand.

Case Study

This case study describes how Philips India, the electronics brand, increased consideration of its male hair removal products with the use of a character-fuelled digital campaign: It's time to #Unpain.

Article

This article finds four different ways in which consumers across five key markets perceive brands as authentic - a value that has become increasingly important in driving purchases.

Research Paper

This paper reports on a multi-method UK study into chatbots and digital assistants (DAs), assessing their utility for brands (are they really a 'brand's best friend'?), consumers' propensity to use them and their potential applications for market research.

Research Paper

This paper describes an automated system for analysing imagery and pictures posted on social media, which in turn can be used to provide brand-specific insights such as brand awareness, popularity and use.

Article

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.

Article

This article relates the Beats By Dre 'Straight Outta' international campaign, that aligned the headphone brand with the release of 'Straight Outta Compton' and gave regional celebrities a platform through which they could show pride for the place they came 'straight outta'.

Article

This article demonstrates how brands can use packaging to convey their stories and build up a mythology around them.