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Research Paper

Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.

Research Paper

International Flavours & Fragrances (IFF), a global designer of fragrances and flavours, developed a pioneering international research programme that would allow them to connect with consumers regularly and uncover early insights that could result in consumer-driven innovations.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Research Paper

BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.

Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

Article

Pizza Hut sought to refresh its brand in 50 vastly different Indonesian cities by employing ethnographic research and developing 'city personas' for segmentation.

Research Paper

This article examines research carried out in the US by Samsung and Starcom into the benefits of VR in building emotionally engaging brand experiences.

Article

This article reviews three real-world cases that have demonstrated positive business impact and ROI achieved by following clearly defined guidelines when using AR and VR.

Article

This article collects current thinking and reading on focus groups and workshops as a method for gathering insights: a highly effective and in-depth approach, focus groups can reveal emotional, implicit and non-verbal thought processes.

Article

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper explains how advanced text analytics and immersive video delivered actionable consumer intelligence in the United States for an up-and-coming snack brand, bare, in an evolving product category.

Research Paper

This paper explains and shares findings from Youth in Flux, a global integrated research project for Viacom, owner of TV channels such as MTV and Comedy Central, who wanted a better understanding of its younger audiences' attitudes and aspirations.

Research Paper

This paper reveals best practices for using video in research, based on a project by AOL, the digital content brand, which explored how technology-powered solutions can help researchers incorporate video.

Research Paper

This paper forecasts what the market research industry and profession will look like 10 years from now, and how to prepare for those changes.

Research Paper

This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Research Paper

This paper explains how Northstar, a research agency, and Jaguar Land Rover (JLR), the automotive company, used pop culture as an innovative qualitative research methodology and re-imagined how to execute and disseminate target customer insight in the US, UK and Germany.

Research Paper

This paper explains how the Internet of Things could have a positive environmental impact by using real-time displays of connected devices' power usage to help reduce electricity consumption.

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.

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 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.

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.