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Article

Buzzfeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Article

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

News

JAKARTA: When Pizza Hut sought to rebrand nationwide in Indonesia, its uneven expansion across the country set up the difficult position of it being both a challenger brand in small cities and an established brand in need of a refresh in larger ...

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

Email marketing is enjoying a renaissance in the digital era, with new innovations allowing multichannel integration in India.

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

Article

Pizza Hut sought to refresh its brand in 50 vastly different Indonesian cities by employing ethnographic research and developing 'city personas' for segmentation.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Case Study

Amazon, the online retailer, increased its user base in India by connecting with mothers through an emotional video.

Case Study

Japanese fabric freshener brand Resesh grew market share with online binaural videos and traditional TV advertising.

Case Study

Online brand Amazon used a multichannel campaign to build its credentials as a site for fashion in India.

Case Study

Online brand Amazon used a TV-led campaign to reposition its Kindle e-reader in the Indian market.

Case Study

Travel company Thomas Cook used a multichannel approach to create a new market segment by targeting older travellers in India.

Case Study

Oil giant Shell used digital and radio influencers in a word-of-mouth campaign to persuade customers to take part in its pump-for-charity drive during Hari Raya in Malaysia.

Case Study

Babylon, a healthcare app, successfully launched its product by positioning itself as a reliable search engine for the UK's hypochondriacs.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

Article

This article looks at how to secure customer loyalty by appreciating them as individuals and communicating with them with relevance.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Case Study

This case study details how Kozy Shack, the pudding brand, teamed up with inMarket to create an in-store activation that drove brand awareness, product discovery and sales in the US.

Article

This article explores some of the research behind the contentious claim that a sophisticated suite of data analytics helped Donald Trump to win the 2016 US election.

Research Paper

This paper looks at how a segmentation with measures purely related to digital can give more relevant results for the Chinese market, and how this was developed for Domino's, the pizza store chain.

Research Paper

This paper describes how the TV network HBO developed an innovative online community, integrating its market research strategy into a single platform, in order to listen to users and generate agile market research insights across Latin- and South America.