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News

LONDON: Adland is digesting the implications of the unexpected weekend resignation of Sir Martin Sorrell from his position as chief executive officer of WPP, with speculation that the world’s largest ad business could be broken up and that ...

Article

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Article

Looks at how one company is working to leverage behavioural insights to design better cities and public spaces which celebrate how people and communities live, work and play.

Article

Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

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

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Article

A proliferation of customer-supplier touchpoints and social technologies allowing consumers to make their voices heard offer huge amounts of potential data about those consumers to enable businesses to optimise their customer experiences.

Article

Discusses the difficulties in achieving financial capability, the failure of education to help ease this and how providing feedback is a markedly better way to help tackle this problem.

Case Study

Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.

Case Study

Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Case Study

Java Republic, the Irish premium beverage company, achieved high growth by using a new design to take advantage of the growing speciality tea sector.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Case Study

Hi Mark, the Taiwanese sports equipment manufacturer, relaunched its global Body Sculpture brand by positioning the product as the hero.

Article

Looks at how patients are getting better outcomes through the application of BE to guide and improve the decision-making of doctors and healthcare workers.

Article

IBM, the technology company, believes that "business-to-individual" marketing can help it reach key decision-makers in ways that move beyond more traditional forms of business-to-business messaging.

Article

Ethnographic research can provide qualitative insights to help grow brands, so long as it does not simply become another academic exercise.