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News

GLOBAL: Younger generations around the world are marketing savvy and have similar expectations towards companies, brands and media, according to an industry figure who says marketers need to truly understand their motivations and culture if they ...

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Article

Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.

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

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

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.

Article

Barclaycard, the credit card issuer, needed to find out how their payment system would fit into young people's lives.

Article

Outlines retail trends shaping Asia, including mobile shopping, in-store technology, and innovative shopping experiences, with a focus on China and Indonesia.

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.

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.

News

BEST OF 2017: Marketers are slowly turning their attention towards Generation Z but in 2017 WARC subscribers were largely focused on their older brethren, Millennials.

Case Study

KFC, the fast-food chain, used two music videos with a message that resonated with its Thai Generation Y target and its own brand essence to improve its brand scores.

Case Study

Mobile phone brand Samsung used TV, online and social media to create an audio puzzle trail to launch its Galaxy Note 5 model to Gen Y customers in Thailand.

Case Study

Manulife, an insurance provider, increased sales of its health insurance product to Generation Y consumers in Hong Kong with a campaign to promote healthy living and by offering discounts based individual levels of activity.

Case Study

Turkcell, Turkey's largest telecommunications company, transformed from being a telecommunications brand to a lifestyle brand by tackling the problem of diabetes.

Case Study

Scotch whisky brand Johnnie Walker Red used data services and mobile technology to reach out to millennial consumers, increase its social media reach and grow sales in Columbia.

Case Study

Lipton Ice Tea, the iced tea brand, increased sales volume of its 1L serving size in Turkey through a promotional campaign.

Article

Bricks-and-mortar stores remain important for brands but not necessarily for simply shifting products in the short term.

Case Study

This case study explains how Manulife, a life and health insurance brand, introduced ManulifeMOVE in Hong Kong to inspire Gen Y to get healthier and become advocates for the brand.

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.

News

CHICAGO: Marketers need to look well beyond demographics if they want to engage with millennials and members of Gen Z, according to insights from BuzzFeed, the online media company.

Article

This event report offers insights into reaching Gen Y and Gen Z consumers, and is based on research from BuzzFeed, the online media platform.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Article

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