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Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Research Paper

This paper is a summary of analysis of an international database of over 30,000 polls from 473 elections between 1936 and 2017, to assess accuracy trends within opinion polling in light of recent criticism.

News

CHICAGO: Walmart.com, the US shopping giant’s e-commerce service, is recruiting vendors from countries outside of the US, including China, in a pivot away from its Made-in-America campaign, according to a Reuters report.

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.

Case Study

This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.

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

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Case Study

This case study shows how Spies Travel, a package holidays brand, increased its sales by using funny ads highlighting Danish birth rates.

Article

This essay considers the background to the 2014 Scottish referendum, through opinion polls, social media analytics, and the eyes of a prospective parliamentary candidate whose career depended on the outcome.

Case Study

This case study describes how Spies Travels, a traditional 60-year-old travel agency from Denmark, safeguarded its future with a provocative content campaign.

Research Paper

This article explores several variables, other than traditional demographic ones, that could improve the accuracy of online survey research.

Article

This articles describes how the common barriers and prejudices that exist between marketers and their insight colleagues can be overcome.

News

Falling costs and credible research results are pushing neuromarketing into the mainstream, according to an analysis of the most-read Warc papers on the topic in 2015.

Research Paper

This paper examines what opinion polls and social media analytics revealed about the 2014 Scottish referendum for independence and how social media analysis can be applied to political systems in the future.

Case Study

This case study describes how Denmark's Spies Travels made people aware of its City Getaways in a cluttered market.

Case Study

This case study describes how the Peruvian Cancer Foundation re-energised its annual fund-raising campaign to collect money for children with cancer.

Research Paper

Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications.

Research Paper

Buyers in search of new neuromarketing methods that potentially can predict advertising effectiveness face a daunting process.

Research Paper

There is a paucity of research that outlines how to understand the image of political brands. Responding to this identified gap in the literature, this research seeks to demonstrate the elicitation capabilities of qualitative projective techniques to explore the political brand image of the UK Conservative Party.

Opinion

I'll let you into a secret – maths was NOT my strong point at grammar school. I never really got the hang of algebra, and the maths teacher I had for several years did little to stimulate interest and understanding in his students.

Research Paper

This paper critically examines emergent research with sentiment analysis tools to assess their current status and relevance to applied opinion and behaviour measurement.

Research Paper

Using national survey data on voters’ perceptions of party leaders during the 2010 British general election campaign, we use logistic regression analysis to explore the association between specific image attributes and overall satisfaction for each leader.

Case Study

This case study describes how Dove, the personal care brand owned by Unilever, used Facebook ads globally to promote a positive body image.

Case Study

This case study explains how Adam Opel, the car manufacturer, sought to gain European market share in the SUV B segment with new car model Mokka.

Case Study

This US campaign for Dove represents the latest iteration of the Unilever-owned personal care brand's Campaign for Real Beauty - which hits out against unrealistic ad stereotypes.