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Article

The traditional approach to B2B communications needs to change as a younger demographic brings different attitudes to the workplace, as more people set up their own businesses and as digital technology alters how people interact.

Article

Quaker, the food business owned by PepsiCo, has used comic books to help bring consumer insights to life.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Case Study

The Scottish Government took a calculated risk with its 2016/17 organ donation campaign, which deliberately avoided tugged-heartstrings in favour of positivity, humour, naked bodies and transplant scars on proud display.

Case Study

White Night, a night light and entertainment show, used a tiered content strategy on social media to increase visitor numbers to the annual event in Melbourne, Australia.

Case Study

Big Brothers Big Sisters Tampa Bay (BBBSTB), a regional operation of a national, non-profit organization in the US, used an offbeat communication approach to raise awareness and encourage mentorship of in-need children.

Article

Any research survey is likely to apply some set of rules in order to classify respondents according to age, gender, social class, ethnicity, disability, and so on.

Case Study

Old Tom, a craft beer brand, created a series of videos on YouTube to tell the story behind its new packaging design in the UK.

Case Study

Superdry, a branded clothing company, mixed up its approach to its key sales category, jackets, by creating the 'This is the jacket' campaign in the UK.

Article

AARP, an interest group focused on consumers aged over 50 years of age, has found that pharma brands often fall short when trying to engage this audience.

Article

Getty Images, a provider of images and videos for the creative industries, tapped the power of psychographics in order to better understand consumers and content alike.

News

SYDNEY: Australian dessert café chain San Churro successfully boosted ROI and incremental in-store spending by using AI to segment and target social media audiences – and on a limited budget.

Research Paper

This article details research that seeks to discover the nature of ivory consumption in 15 large cities in China, aims to understand consumers' perception toward the ivory ban and assesses effective messaging and mechanisms for demand reduction.

Research Paper

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.

Article

Provides guidance on how to start down the path of data integration and consider new techniques that power data to action within businesses.

Article

Describes how to link, for example, geolocation data with other data sets in a creative way to deliver customised advertising experiences.

Article

Shows how examining actual purchase data rather than customer demographics, enables a brand to target first-time and loyal customers in a category in different ways, to get the most out of their ad campaigns.

Case Study

National Dairy Council, a community that promotes the health and industry benefits of dairy, launched the Undeniably Dairy campaign in the US to improve consumers' perceptions of dairy.

Case Study

Columbia Gas of Ohio (COH), a gas company, launched its campaign, Saving Matters, in the US to increase customer participation in its energy efficiency programs and motivate behavior change.

News

BUENOS AIRES: A global segmentation study, inspired by McDonald's LatAm, has helped the fast food chain better understand existing and potential customers and the competitive landscape in which it operates.

Case Study

Beer brand Antarctica used a highly interactive campaign to increase engagement and awareness among young consumers in Brazil.

Article

Global strategies, campaign updates and trends in the clothing and apparel industry.

Case Study

The Road Safety Commission, a Western Australia government body, used social media videos to reduce the number of young drivers speeding.

Research Paper

McDonald's Argentina, a fast food chain, created a global segmentation study across 36 countries to assess the attitudes and behaviors of over 100,000 individual customers around the world.