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News

NEW YORK: More than half (55%) of American households now subscribe to at least one video streaming service, collectively spending $2.1bn a month on services like Netflix, Amazon Prime and Hulu, a new survey has found.

Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Article

Collaborations with Jaguar Land Rover and supermarket giant Asda saw Northstar Research adopt the reality TV formats The Apprentice and Come Dine with Me to produce in-depth customer insights.

Article

Millennials, with their avocados and their poverty, have set the example of what not to do for the next generation: Generation Z, born after 1996, is not only mature in its attitude to technology, but exhibits nuanced ideas about identity and politics.

Case Study

The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.

News

SYDNEY: The majority of Australians now spend more time online than offline, as their consumption of digital entertainment content continues to increase, according to new data from Nielsen.

Article

This report uses 2017 Nielsen data to examine the digital media consumption habits of Australians, including devices used, generational differences and emerging trends.

Article

Jaguar Land Rover, the British car manufacturer, along with Northstar took the format of 'The Apprentice' to conduct market research and present it in an engaging way.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Case Study

Jaguar Land Rover, an automotive company, used the guise of the television show 'The Apprentice' to execute data streams across various markets and gain valuable insights.

Article

Explores the impact that experiential marketing can have and explains how both brands and agencies need to adapt and come up with new ways to engage today's college students.

Article

Australian mums use social media, word of mouth, product recommendations and reviews to decide what to purchase, with the opinions of their kids and friends the most influential factors.

Article

Kids are increasingly influential in their parent’s purchase decisions as gender roles and relationships change in families.

News

CHICAGO: An increasing number of brands are deploying user-generated content in their marketing strategies, so a new study that confirms the willingness of consumers to share their life milestones on social media should prove to be insightful.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Case Study

The Singapore Tourism Board (STB) used humorous videos posted on social media to raise awareness of the need for travel insurance among Singaporeans.

Case Study

Insurance company Income used TV, social media and OOH to sell more life insurance and retirement plans to young people in Singapore.

Case Study

Intel, a technology company, got involved in the conversation surrounding cybersecurity by launching a video campaign on World Password Day to show US millennials how to be safer online.

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.

Article

Explains common misconceptions marketers have when it comes to millennials, highlighting the key differences between older and younger millennials.

Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

Article

This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.

News

SYDNEY: An increasing number of Australian social media users are rejecting Facebook in favour of communicating directly with family and friends via messaging apps, such as WhatsApp and Snapchat, a new survey has revealed.

Case Study

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.