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Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Direct-to-consumer campaigns are being used to promote cancer treatment drugs.

Article

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

Case Study

The Ad Council, an American nonprofit organization, created an ad that was a real-time prediabetes test in order to raise awareness of the condition in the US.

Case Study

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

News

GLOBAL: Marketers need to rethink how to research young people since traditional qualitative research methods no longer work for Gen Z, according to an industry figure.

Article

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Research Paper

OMD, an integrated communications agency, launched a campaign across Europe to better understand consumers' perceptions of artificial intelligence (AI).

Case Study

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

Research Paper

Whoozini, a social networking app, applied digital MR tools to provide critical inputs to successful new product development and innovation in the US and Singapore.

Research Paper

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.

Research Paper

Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.

News

MELBOURNE:  94% of Australian kids feel happy – a full 9% higher than the global average –according to new research by Nickelodeon.

Case Study

Pfizer Canada Inc., a biopharmaceutical company, created public awareness for metastatic breast cancer by launching a multi-channel campaign in Canada.

News

LONDON: Augmented Reality (AR), the technology behind Pokémon Go, Google Lens, and Snapchat’s filters has huge potential, but only about half of UK consumers are aware of the term, despite growing use-cases.

Opinion

At an event in central London, strategists gathered to borrow skills from sister professions in order to make them better students of the human.

Article

Augmented reality (AR) is fast outpacing its more famous ‘Virtual’ cousin, with an accessible and compelling platform for brands to create digital assets that consumers want to experience.

Research Paper

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.

Research Paper

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

Research Paper

Pernod Ricard, a French company that produces distilled beverages, conducted research in Latin America to understand lifestyles, opinions, tastes and growing trends.

Research Paper

Corona, a beer brand, used insights from market research company de la Riva in Mexico to understand what consumers were looking for.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

Article

The Advertising Research Foundation (ARF), the trade body, is encouraging the market-research industry to double down on the use of science in tackling major questions.