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News

NEW YORK/CAMBRIDGE: Psychological traits identified from a single “like” on Facebook can be used to create targeted ads that boost both clicks and sales, a new academic study has found.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Article

Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.

Opinion

Artificial intelligence is growing in usage and capability, but it is still mostly a black box without guiding principles; Kinetic's Benjamin Lord argues that AI needs to develop ethical standards as it progresses.

Article

This Company Profile from Euromonitor provides key details and analysis of ASOS, the online fashion and beauty store.

Case Study

PETA, the animal welfare charity, raised awareness of the leather trade in Thailand by using shock tactics that generated social and earned media coverage.

Opinion

Artificial intelligence is surely the buzzword of 2017, says Stevan Randjelovic. Here he pulls out the key takeaways from  EACA 's annual  Evolution Lab conference in Brussels on the theme of ‘Adverti...

News

MENLO PARK, CA: Facebook is performing a beta test of an enhanced version of its Audience Insights API, which will allow brands to study users’ posts and comments with a view to giving advertisers greater insights.

Case Study

Visit Finland, the official travel guide for Finland, and Finnair, a Finnish airline, launched a digital campaign in the UK and Germany to encourage millennials to visit Finland for a winter vacation.

Case Study

The Big Issue, a charitable publication, successfully tackled the stigma around homelessness in the UK by launching its own brand of coffee.

Article

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Case Study

PETA, an animal rights organisation, collaborated with Waterfall, a software brand, to create an integrated mobile marketing campaign in the US, which allows users to take direct action on videos they see on social media without needing to leave the app.

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.

Case Study

This case study looks at how the state of North Carolina in the US tackled the signing of the HB2 by sparking feelings of outrage, betrayal and embarrassment.

Research Paper

This paper explains how Rotary International, an international organisation facilitating humanitarian services, drove its global Future Vision project through data.

Research Paper

This paper investigates whether increasing public education of the European refugee crisis by tackling barriers to support with targeted communication can positively influence a change in public attitudes.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Research Paper

This paper sets the context for why client research and insight functions need to change, discusses what the client-side role will look like and how it will add value to organisations.

News

SINGAPORE: Consumers in China and several other markets in Asia have a strong preference for purchasing from brands considered to be socially and environmentally responsible, according to a new study into ethical spending and charitable giving.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

Article

This article summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.