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News

CHICAGO: Marketers need to look well beyond demographics if they want to engage with millennials and members of Gen Z, according to insights from BuzzFeed, the online media company.

Article

This event report offers insights into reaching Gen Y and Gen Z consumers, and is based on research from BuzzFeed, the online media platform.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

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.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Research Paper

This article looks at mistrust towards brands and advertising in the UK by exploring the severity of the issue, why it's happening and how brands can regain trust.

Case Study

This case study explores how Pink Ribbon Germany, a charity focused on breast cancer awareness, launched a national campaign to raise awareness amongst young women of the importance of checking their breasts for lumps in order to detect anomalies as early as possible.

Article

This article explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

Case Study

This case study describes how Herbalife, a US manufacturer of nutritional goods, regained momentum by working with a global online community - CSpace - to identify which messages would resonate with the target audience.

Case Study

This case study describes how tech company Dyson aimed to get elite talent to apply to work for the company globally through Rethinkers, a cryptic online challenge.

Article

This report discusses examples of how virtual reality and artificial intelligence are currently being used in consumer research and possible future directions.

Article

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

Article

This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Article

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

Research Paper

This paper examines the relationship between political candidates’ use of Facebook and their election outcomes (vote share and election success).

Article

This article looks at how successful social media campaigns can be more accurately distinguished from popular but ineffective campaigns.

Article

This article explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

Article

This paper explores how to select the correct metrics to measure the social media activity and engagement of consumers with a brand during a campaign.

Case Study

This case study describes how the Art Gallery of New South Wales, Sydney's premier art gallery, promoted its 'Greats' exhibition by targeting 'Culture Casuals' and the group's engagement with the artisan movement in Australia.

News

BEIJING: Alibaba, the internet giant, has identified a group of high-spending online consumers in China to whom special treatment is afforded and who in turn can help drive sales of luxury brands.

Case Study

This case study shows how Macmillan Cancer Support, a UK charity, struck a unique content partnership with a national newspaper's agony aunt to educate the audience about the charity's services.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Article

The article outlines how Unilever invested in a year-long consumer tracking project to monitor its core target demographics during Indonesia’s 2015 economic downturn, and offers practical advice for marketers.

Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

News

MUMBAI: India's urban women are looking for support and self-expression in online communities and some of these wield huge influence on category and brand choices, according to a leading brand marketer.