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Article

This article considers the relationship of semiotics to science. A history of semiotics is provided.

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

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

Research Paper

Vocalink, a payment systems company, combined cultural, ethnographic and user experience research to develop insights that helped Thailand’s PromptPay real-time payment system increase user adoption by 48%.

Article

ASDA, a supermarket chain, got closer to their customers with its first longitudinal TV show ‘Our House’ in the UK.

Research Paper

Centra, a convenience retailer, redesigned its format and offering in stores to maximise targeted footfall and revenues in Ireland.

Research Paper

IKEA, a furniture retailer, broke three norms when conducting global research to create its Life at Home Report.

Research Paper

Takeda, a pharmaceutical company, used a ground-breaking approach in conducting a global study to find out why its brand was not being prescribed by doctors.

Research Paper

Network Rail, the owner of most of the railway network in Great Britain, used anthropological and ethnographic research methods to explore railway suicide.

Research Paper

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

Research Paper

Aldi, the value supermarket chain, changed how UK consumers viewed the store and Christmas shopping behaviours to contribute to a record-breaking Christmas 2017.

Research Paper

MESH Experience, the data, insight and analytics firm, looked at how experiences with brands affect consumer associations of the brand in the UK.

Research Paper

Neurosketch, a market researcher, analysed how people in Columbia dress in order to predict how they will respond to different strategies, brands and products.

Research Paper

Join the Dots, a consumer insight agency in the UK, explains how it is choosing to adapt its qualitative research methods in response to consumers' changing communication choices.

Research Paper

Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.

Research Paper

PepsiCo, a food, snack and beverage corporation, launched insights research in India to decode “local” markets, which is useful for MNCs (multinational corporations) battling the threat of local competition.

Research Paper

Barcel Org, a confectionery and snack food brand, used qualitative ethnographic research to understand eating trends around a popular snack in Mexico to help it market its own snack products.

Research Paper

Paragon Partnership, a data and insight company, BBC Media Action, a British broadcaster's international development charity, and market researcher Big Sofa came together to solve an important industry issue – the quality of qualitative research globally.

Research Paper

The British pharmaceutical company GlaxoSmithKline carried out an ethnographic study in the developing market to examine global healthcare challenges and R&D commercial opportunities presented by a rising urban population.

Article

Coca-Cola, the global beverages giant, tapped co-creation with customers to drives its product innovation in Southeast Asia.

Article

Procter & Gamble, the consumer goods giant, is using the power of data and analytics to complement its long-standing excellence in traditional modes of market research.

News

As advertisers start to shift their focus from viewability metrics towards attention, it is important to remember that attention is a spectrum, says Google’s Claire Charron.

Article

Church’s Chicken, the fast-food chain, has built brand pride and identity by celebrating the under-served communities in which it operates.

Article

Reveals the findings of in-depth research into understanding the attention levels dedicated to video streaming devices and platforms.