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Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

Article

When SK-II, a luxury skincare brand, and VS Sassoon, a hair care brand, sought to grow market share in China, they turned to emotional intelligence to rethink their product category.

Case Study

Fast-food chain KFC introduced an order-taking AI robot, Dumi, into its KFC Original+ concept restaurant in China.

Article

Voice is fast becoming a mainstream interface, and brands are integrating the technology in a variety of ways.

News

LONDON: When considering brand safety issues, online advertisers should pay more attention to the general effects of publisher attributes than the specifics of neighbouring editorial content, new research suggests.

Case Study

The Royal National Lifeboat Institute (RNLI), a British non-profit lifeboat rescue service, transformed its relationship with supporters when its future looked bleak.

Case Study

Center Parcs, a European network of holiday villages, used planning to articulate an emotional positioning, which transformed perceptions of Center Parcs in the UK from an expensive break into a brand that stood for family time.

Case Study

Barnardo's, a British children's charity, re-established its brand with the British public by producing an advert that broke conventions of children's charity advertising.

Article

This article offers case studies from China, Singapore and Japan on how brands, apps and social media platforms are using voice technology to engage consumers.

Article

This article describes how brands can cut through marketing noise and draw their audience's attention to a specific form of communication in preference to other distractions.

News

LONDON: Ebay is using EEG headsets to understand what is happening to shoppers at a neurological level during the shopping experience, by exposing them to art.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.

Research Paper

This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.

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 explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.

Research Paper

This paper describes how Orange, the telecommunications provider, leveraged its digital research platforms globally to ensure the consumers' voice is always at the heart of the company and to promote quicker, smarter decision-making and action-taking.

Research Paper

This paper explains how Coca-Cola Japan, the soft drinks company, invested in a tiny three-person start up from the UK, ZappiStore, to solve creative problems.

Research Paper

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Article

This article looks at how brands intending to influence the behaviour of potential consumers must learn to understand the fundamentals of improving brand salience.

Article

This article covers the specific linguistics of successful luxury brand names and offers a scientific framework for what makes a brand name portray luxury to consumers with ‘sound symbolism’.

Article

This article looks at how Data Management Platforms can power better research and overcome the two key disruptive forces in the market; technology and data.