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Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.

Case Study

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Article

Global brands must work hard in 2018 to stay relevant with increasingly nationalistic and fragmented landscapes with strong local competitors.

Case Study

Deutsche Post DHL Group, a German postal and international courier service, launched an outreach campaign to establish itself as an ambassador of globalisation and contribute to an objective debate on the issue.

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Case Study

The left-wing political party Socialistisk Folkeparti (SF) reversed its fortunes with a strategic bus ad campaign which captured the attention of voters around the world.

News

SINGAPORE: Globalisation of work, outsourcing of memory and the popularity of traditional medicines are all trends currently impacting consumers across Asia, according to a new report.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.

Article

Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.

Article

Explores the cultural nuances of Thailand, which can stand in the way of outstanding creativity, including avoidance of confrontation, a hierarchical business culture, and fear of losing face.

News

GLOBAL: Unilever, like other FMCG giants, has found in recent years that globalisation has come with the countertrend of consumers increasingly opting for local, insurgent brands, yet the Anglo-Dutch company is fighting back.

Article

How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Research Paper

BBC Radio 4, a British radio station, used qualitative research and semiotic analysis to identity problems with its output, which led to key changes.

News

GLOBAL: The United Nations has recognised November 21 as World Television Day since 1996 and the date coincides with the release of a new report, which claims to demonstrate the medium’s resilience and effectiveness for advertisers.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

Article

General Mills, the consumer packaged goods manufacturer, has successfully strengthened its insights function at a time of immense complexity.

Case Study

The Danish Socialist Party (SF), a Danish political party, reversed its decreasing memberships by using Donald Trump as the focus for its campaign to relate to millennials and show adversity to right-wing populism in Denmark, Spain and the UK.