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Article

This article looks at how marketers can utilise artificial intelligence (AI) in understanding the consumer journey.

Article

Explores the findings from new research into how technology impacts consumer trust and offers a 12 step trust programme for organisations to follow.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Article

As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Research Paper

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

Article

Discusses behavioural science-based initiatives intended to nudge healthier eating and examples of application that sum up what works, and what does not.

News

JERSEY CITY, NJ: The Advertising Research Foundation (ARF), the trade body, is developing a new code of conduct that can guide the insights industry at a time of rapid change.

Article

The Advertising Research Foundation (ARF) is creating a new ethical code of conduct for the industry which can address many issues that raise pressing concerns.

Case Study

SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.

News

NEW YORK: Despite the insistence of academics who point to “truths” in advertising research, studies may benefit from carrying an expiration date, according to a paper published in the Journal of Advertising Research (JAR).

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.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Research Paper

Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Research Paper

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

Article

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

Research Paper

Introduces the initiatives of Marketing Research 2.0 (MR2.0), a voluntary group of professionals who are either suppliers or clients in Japan's MR industry, and illustrates a case of successful collaboration between suppliers and clients in Japan.

Research Paper

Advises researchers and practitioners about the advantages and limits of using artificial intelligence (AI) to facilitate the implementation of innovative survey response formats.

Article

Shows how examining actual purchase data rather than customer demographics, enables a brand to target first-time and loyal customers in a category in different ways, to get the most out of their ad campaigns.

Article

The article explores the role of customer experience as a key growth differentiator and how some companies are struggling to keep up.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Research Paper

Synapsis, a market research company in Colombia, introduced the use of the Internet of Things (IoT) in its market analyses and partnered with a B2B business to create a quote simulator.