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Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This article summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols); they are both techniques used by qualitative researchers to deliver cultural insight.

Article

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Case Study

This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.

News

GLOBAL: Almost half of smartphone users around the world use their device's voice technology at least once a month while around one third do so on a weekly basis, according to a new study.

Article

This event report covers the release of, UK radio trade body, Radiocentre's research examining the adoption, potential, and use cases of voice-operated assistants including Amazon's Echo, Google Home, and others.

Article

This article provides guidance on using packaging to create standout for brands and drive purchase consideration.

Case Study

This case study shows how Domino's, a pizza delivery service, shifted its practical tone of communications to become the UK consumer's ally when creating special moments with loved ones.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, developed a community action platform for youth in the Middle East thus increasing its brand equity.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Case Study

This case study describes how SmartLife, a UAE government-affiliated organisation for Dubai's blue-collared labourers, created educational content and placed it at touchpoints across Dubai to help labourers learn English.

Article

This was a one-day Market Research Society conference with ten presentations covering a very wide perspective on methodological developments.

Research Paper

This paper explains how a streamlined innovation process helped Unilever get ideas to market in China in a shorter timeframe than traditional approaches.

Research Paper

This paper explores how to apply design thinking elements in the process of creating meaningful service experiences among different customer touchpoints in the Chinese market for beauty products and apartment positioning.

Research Paper

This paper discusses the role of video-based research methods through a medical research study in China, with particular focus on why this method is effective in helping address the needs of those with multiple chronic conditions.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Research Paper

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

Research Paper

This paper explores the different types of TV audiences in Latin America and attempts to identify any changes in TV consumption within the region, using both quantitative and qualitative approaches.

Research Paper

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.

Research Paper

This paper describes a research project for Mercado Libre, a Latin American ecommerce platform, which wanted a better understanding of its own position against those of its competitors in the online shopping market.

Research Paper

This paper describes research for the Comedy Central cable channel into the role of Mexican humor in TV and, in particular, what makes young Mexicans laugh.

Article

This article looks at Generation Alpha, the next generation after millennials, and advises on how to understand the demographic.