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Opinion

Good CX is not just about doing things quickly, argues Fetch’s Julian Smith. Most important is to find a strategy that leverages your knowledge of the consumers as well as their understanding of your brand.

Case Study

Safety razor brand Gillette drove sales in under-performing states in India through an educational approach.

Research Paper

Livon Hair Gain Tonic, a hair regrowth solution for men, examined how guided meditation can be used as an alternative approach for studying implicit associations in India.

Case Study

Contact lens brand ACUVUE® used a three-phase multimedia campaign to target millennials in China.

Case Study

Travel company Thomas Cook used a multichannel approach to create a new market segment by targeting older travellers in India.

Case Study

Volkswagen launched its new Ameo car model in India with an emotional campaign that appealed to young first-time car buyers with a coming of age story.

Case Study

SunLife, a UK financial services company, made itself relevant for the over-50s' market with a campaign that broke with conventional approaches for marketing to older consumers.

Research Paper

This article describes how machine learning was used to research mood states and digital activity when buying chocolate to build contextual profiles for the purpose of programmatic media buying.

Case Study

This case study explains how KFC, the fast food chain, created the SoundBite Chart to engage millennials in South Africa.

Research Paper

This paper forecasts what the market research industry and profession will look like 10 years from now, and how to prepare for those changes.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Research Paper

This paper explains how Northstar, a research agency, and Jaguar Land Rover (JLR), the automotive company, used pop culture as an innovative qualitative research methodology and re-imagined how to execute and disseminate target customer insight in the US, UK and Germany.

Research Paper

This paper explains how Itaú Unibanco, Brazil's largest private bank, changed its life insurance products to focus on benefits in life, rather than after death.

Research Paper

This paper looks at how Microsoft, the software and technology company, uncovered its real developer targets and gained actionable insights into rapidly changing technical and commercial audiences across industries.

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 provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Case Study

This case study explains how the US Air Force boosted recruitment with a redesigned website that featured career choices and personalisation.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Case Study

This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Case Study

This case study describes how French liqueur Chambord joined Stylist magazine to take the brand in a new content-rich direction to reinvigorate the brand in the UK.

Article

This article explains how programmatic advertising can be used to deliver cross-media insights and cross-device reach optimisation, with predictions for future possibilities.