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News

SINGAPORE: Coca-Cola believes that there is significant scope for expansion in Asia-Pacific, but a senior executive has admitted the soft drinks giant needs to get better at segmenting audiences across the region.

Research Paper

Discusses the inaccuracies across location data and programmatic and what methods the industry can use to try and combat these challenges.

Article

Any research survey is likely to apply some set of rules in order to classify respondents according to age, gender, social class, ethnicity, disability, and so on.

News

MILAN: On Device Research was among the winners in the IAB Europe Research Awards announced last night, picking up an award in the Brand Advertising Effectiveness category for its work assessing a campaign promoting the Google Pixel handset in the ...

Research Paper

On Device Research, a research company, launched a campaign in the UK to raise brand consideration of the new Google Pixel 2.0 handset, alongside broader awareness and purchase intent driving goals.

News

LONDON: An increasing number of retailers in the UK are using location-based technology to inform their geo-targeted marketing campaigns, but many feel let down by the accuracy of the data they currently receive.

News

SAN SEBASTIAN: Looking at individual restaurants as a local business was an “aha” moment for Pizza Hut India, according to its chief marketing officer.

Article

Describes how to link, for example, geolocation data with other data sets in a creative way to deliver customised advertising experiences.

News

SINGAPORE: In Singapore’s competitive food delivery category, McDonald’s cannot afford to rest on its laurels, according to senior executives who worked on the award-winning McDelivery campaign which topped the global Gunn Media 100 ...

Article

Outback Steakhouse, the US casual dining chain, drove an extra 250,000 visitors to its branches in three months with a geo-tracking campaign.

Article

Pizza Hut changed aspects of its digital strategy in India in recognition of the way consumers are looking for information when they want to eat.

Opinion

The cocktail party effect is a well-known behavioural bias, whereby humans ‘selectively attend’ to stimulus they deem familiar or important.

News

SEATTLE: Placed, the location analytics firm owned by Snap, has decided to make its Placed Insights tool available for free, which will enable users to track store visits across about 1,900 businesses in the US.

News

NEW DELHI: Nestlé India is building a regional approach that will embrace all aspects of the business, its chairman has said, while it also intends to introduce more products from its global range.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

News

ATLANTA: While brands can see there are profits to be made in appealing to the fast-growing Hispanic community in the US, marketers and research firms have been slow to implement effective, research-based targeting, according to an industry figure.

Article

Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

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 paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.

News

SYDNEY: Chinese personal shoppers, known as "daigou", have emerged as a powerful consumer segment in Australia, as more Australian brands head for the lucrative China market.

Article

This event report outlines how HP leverages various digital tools and data sources to help drive demand for its printers.

Article

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

Article

This event report addresses how Anheuser-Busch InBev, the brewer, is tapping new outdoor digital advertising solutions to engage consumers.

Research Paper

This paper seeks to establish a 'new norm' for understanding mobile consumers' retail habits by measuring the impact of mobile, online and offline media on store visits.