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Article

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.

Article

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Article

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

News

GLOBAL: Advertisers and publishers focused on digital reach and audiences are paying a potentially expensive price by neglecting context and the attention and sales conversions that it can bring, an industry figure has argued.

Research Paper

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

Article

In an age where advertising is engaged with more personally, on the move and on different devices, context has become of paramount importance.

Article

Many marketers nowadays are more concerned about targeting the right audience rather than placing ads in the right context, believing it doesn't really matter where the ads are seen as long as the right people see them.

Research Paper

Inskin Media, an advertising technology company, launched a campaign in the UK to highlight (potential) implications of detaching measurement from objectives, and investigate the relationship between viewability, visual engagement and effectiveness.

Research Paper

BBC Global News, the international news and current affairs television channel, created a campaign-testing tool that allows advertisers to measure the effectiveness of branded content.

Article

Discusses how marketers can hack into perception of the five senses; vision, smell, sound, touch and taste in order to increase brand success and enhance the shopping experience.

Article

Twitter, the social-media platform, used conjoint analysis in order to establish the characteristics of the tweets that are most likely to be shared.

Article

The way we buy cars is changing, says Auto Express, a UK car magazine, and brands and editorial are increasingly working together to help consumers through a confusing landscape.

Article

This article offers advice on using behavioural science to connect with shoppers in Thailand.

Case Study

Covered California, an insurance provider, developed a multi-method, data-driven campaign to increase brand awareness in the US.

Article

The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.

News

LONDON: Rules of thumb and consumer heuristics can be useful, but marketers need to take account of new research methodologies that call into question received wisdom, an industry figure warns.

Article

Eye level is buy level, or is it? Dr Tim Holmes used eye-tracking technology to bust a few shopper marketing myths.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

News

SYDNEY/ADELAIDE: Ads viewed on mobile devices by users of Facebook, YouTube and Broadcaster Video-On-Demand (BVOD) all generate a positive sales impact for brands, according to new research.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

Article

Brexit will have a significant impact on UK businesses, but uncertainty surrounds how it will impact advertising, an industry that generates £6 in the UK economy for every £1 spent.

Research Paper

The US Advertising Research Foundation commissioned a study to prevent widespread adoption of mobile ad-blocking software.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

News

LONDON: Papers from Marks & Spencer, BBC Radio 4, Barclays and Exterion Media are among the winners at the MRS Awards 2017, which recognise the effective use of market research.

Case Study

Transport for London delivered a game-changing insight into how advertising on the London Underground works through a mixed method approach.