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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

InSites Consulting conducted an experiment with dairy products company Danone and video platform Voxpopme in the UK to find out if automation and machine analysis can be beneficial when conducting qualitative video analysis.

Article

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

Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Research Paper

This paper explains how Kantar TNS Cambodia turned LGBT opponents into allies through a research guided program strategy.

Research Paper

This paper investigates how market research findings are typically shared by research agencies and their clients, and explores new ways of sharing these results for high impact within - and integration into - a client’s business.

Research Paper

This paper explains a research-led, three-pillar transformation that took place within the business of MetLife, the global insurance provider, to create a more customer-centric organisation.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Case Study

This case study explains how the National Fair Housing Alliance (NFHA), a consortium of civil rights and housing organisations in the US, used a short, emotional film to influence business leaders and policy makers.

Article

This event report addresses how Merck, the pharma group, is developing its approach to digital marketing.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Case Study

This case study describes how Wilson Browne solicitors, specialising in private client and commercial law, rebranded itself in the United Kingdom having left a national umbrella network.

Research Paper

This paper provides an overview of the Annual Global CEO Survey by PwC, the professional services group which, having run for 20 years, examines how CEOs respond to prolonged disruption in the market.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Case Study

This case study details how SkoFIN, the Czech financier of new cars, changed its name to Volkswagen Financial Services in line with the rest of Europe, without losing the typical amount of sales from a name change.

Research Paper

This paper examines how surveys can be used responsibly by companies in order to find a balance between reasonable use of data and the protection of individual privacy.

Research Paper

This paper explores the application of behavioural economics and neuroscience as tools for enhancing the recruitment of participants to qualitative research studies.

Case Study

This case study describes how Volia, a Ukrainian telecoms provider, used shopper insight data and econometrics to link its call centre productivity to its media strategy.

Article

This article explores how highly regulated brands can produce interesting, surprising, and fresh marketing ideas despite the many restrictions on what can be shown.

Article

This article argues that the promise of Big Data is compromised and hindered by structural requirements built for yesterday, when Big Data is an analytics technique of the future.

Article

This article looks at the problem of attracting talent to the marketing profession, as the profession undergoes massive change; a situation that demands marketing practitioners clearly define its evolving role in American business.

Article

This article exmaines how brands can use product recalls to their advantage by reconnecting with consumers, gathering intelligence and enhancing loyalty.

Case Study

This case study describes how BIM, a non-commercial state government agency responsible for the development of the Irish Seafood Sector, persuaded Irish fishermen to think again and start taking the necessary steps to change the habit of a lifetime and use a Personal Flotation Device (PFD).