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Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.

Research Paper

This article provides research and insights into app users and explains why the growth of mobile apps is good news for brands.

Research Paper

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

Research Paper

This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.

Article

This event report outlines some of the failings of political pollsters during the 2016 Presidential election, drawing particularly on learnings from consumer-focused market research.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

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.

Research Paper

This article examines what went wrong with pre-election polls for the 2016 U.S. presidential election and offers solutions to restore credibility to survey methods.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Article

This event report looks at how the Vote Leave campaign developed the clear messaging and specific targeting that helped it win the UK referendum in June 2016 on whether to leave the European Union.

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Article

This event report outlines some of the main opportunities and issues currently reshaping measurement practices across the media ecosystem.

Article

This 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.

Article

This article explores how McDonald's was able to turn around its ailing brand in Japan to revitalize and re-engage customers with an emphasis on digital content, customer experience and extensive market research.

Research Paper

This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Research Paper

This Forum article considers the unsatisfactory results of pre-election opinion polling in the 2015 British general election and the BPC/MRS enquiry report into polling by Sturgis et al., providing a response from Ipsos MORI and associated researchers at King’s College London and Cranfield Universities.

Research Paper

This paper details the findings of a study into consumer attitudes and awareness across Europe of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA), a mechanism for consumers to control their preferences for online behavioural advertising.

Research Paper

This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.

Research Paper

This paper examines the effectiveness of survey gamification techniques in Asia to see how cultural differences affect the way people play the games.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

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 examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.

Article

This article reveals the findings of a study into how millennials in Asia feel about the way they movemoney – how they pay and how they are paid – and their thoughts about mobile payments.

Article

This article explains how the industry can get better at designing shelf tests that are optimised to provide actionable results once the analysis is complete, by taking a fresh look at best practices.