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Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Article

This article posits that social media should be used to spur engagement and interaction with the 'conversation-starting' TV campaign, providing four steps to doing so.

News

LONDON: People do not warm to digital video ads – particularly non-skippable ads – and need to be rewarded by relevance or entertainment if they are not to skip early, an industry figure advises.

Article

This article explains how brands can create video creative that is engaging and brand-centric in order to reward viewers with relevance or entertainment and prevent early skipping.

Research Paper

This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.

Research Paper

This paper shares learnings from PepsiCo India as the company makes fundamental changes to its Insights function in order to widen the team's sphere of impact within the wider business.

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

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Article

This article describes key learnings from the use of facial coding to assess ad responses to understand how advertising success is affected by emotional response, and to understand how that response can be measured.

Research Paper

This paper describes a research project for Unilever's Comfort fabric softener brand that combined the analysis of big data and qualitative research to provide actionable consumer insights.

Research Paper

This paper describes the development of an integrated research 'compass toolset' for KAO Salon, a salon products manufacturer, to help it build consumer insights into its brand mission in Germany.

Research Paper

This study proposes that managing the marketing variables of product information, price, promotion and product distribution can mitigate the impact of negative online reviews (NOR).

Case Study

This case study describes how Zurich Insurance set up an online community to create a better experience for its customers.

Research Paper

This paper argues that research agencies and their clients need to take a new approach to their relationships to improve business outcomes, using the example of a client that went in a different an opposite direction to the research.

Research Paper

Recently, the concept of value co-creation has gained popularity as it embraces customer and operant resources into the entire value-creation process, thereby overcoming the gaps of conventional marketing.

Research Paper

Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications.

Article

This report explores how advertisers can maximise frequency for online ads whilst minimising how much they annoy consumers.

Research Paper

The advertising industry has devoted substantial managerial focus on digital information and entertainment.

Research Paper

This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development.

Case Study

This article explains how British Airways (BA), the airline, made large amounts of data more manageable and accessible for use when making business decisions, creating greater focus on customers.

Article

This article sets out 10 principles of open business, which is argued to be vital in the modern economy which demands connectedness, openness and meaning.

Research Paper

This paper uses case studies to illustrate how Market Research Online Communities (MROCs) can be successfully run in Asia.

Research Paper

Social media have provided new opportunities to consumers to engage in social interaction on the internet.

Research Paper

Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision.

Article

This article discusses thought leadership, arguing that it is an under-examined subject, with little academic or journalistic attention despite companies ploughing significant amounts of money into the practice.