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Article

This article explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Article

This event report explains how OCBC Group, the second largest financial group in South East Asia, strove to improve its customer service by identifying pain points and using empathy and design to create a painless experience.

News

SHANGHAI: KFC, a leading international brand in China, has tapped artificial intelligence and music to engage the country's lucrative Gen Z consumers, who make up 17% of the total population.

Article

This article shows how KFC, one of China's leading brands, sought to engage Chinese millennials with music and artificial intelligence.

Case Study

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Research Paper

This paper describes a desk research project for Avon, the cosmetics company, to provide cost-effective insights into its sales representatives in Brazil.

Research Paper

This paper analyses US research data to explore the nature of the millennial psyche in relation to purchasing trends across wearable technology.

Article

This event report details some expected trends in 2017 and how they will affect the marketing landscape, from the dangers of filter bubbles to the rise of live streaming.

Research Paper

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population.

Research Paper

This paper describes work carried out for AB-inBev in Germany, in support of a mixed-method approach aimed at understanding Generation Z and translating the findings into insights worth embracing - through a film outlining the diverse stories of this generation.

Case Study

This case study shows how Park Avenue, a deodorant brand, used humour to engage with a dismissive Indian younger audience, and increase its sales.

Case Study

This case study shows how The Platinum Guild, a Chinese jewellery brand and provider of wedding rings, cut against category norms by showing how marriages sometimes have problems - and increased sales as a result.

Research Paper

This paper explores the findings from the BBC World Service's research into becoming relevant for the global youth, which reveals that a global strategy involves an understanding of the local level.

News

MUNICH: Europeans over the age of 50 form a significant consumer demographic who are active, digitally engaged and less open to emotional advertising, according to a new study.

Article

This paper looks at millennials in America, considering their past, present, and future, as the country's 'most promising generation,' and warns against overgeneralization.

Article

This article describes the shortcomings of using consumer demographics, while also looking at the ways marketers should approach segmentation in a world increasingly saturated with data.

News

TOKYO: China's Generation Y can be contradictory, the outcome of growing up in a controlled environment and coming to adulthood in an open and fast-changing world, according to a study that argues marketers have to think outside of demographics and ...

Research Paper

This paper looks at the Chinese millennial, studying the values and attitudes of the generation that will form the 'most important consumer society in the world'.

Article

This event report looks at two ways in which brands can engage younger consumers.

Research Paper

This article examines how HBO Latin America continues to grow and asks who is the audience and how do they consume and search for content.

Article

This article looks at the media viewing habits of millennial consumers, how they respond to advertising and how they view brands.

News

DANA POINT, CA: Social media platform Snapchat currently makes all its revenue from advertising and sponsored content, but one of its senior executives has strongly indicated it will move into e-commerce.

Case Study

This case study describes how Loto-Quebec, the government service in charge of all lottery products in Quebec, expanded its Mise-o-jeu product by making it easily accessible and appealing to millennials.

Case Study

This case study details how Joe's Tea, a UK-based tea startup, launched from scratch on a platform of youthful desire, turning tea into a lifestyle choice, and tapping into increasingly health-conscious consumers.

Research Paper

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time.