Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

269 results found
Sort by

Article

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

Research Paper

The British Army, a land warfare force, developed a research programme that supported a detailed understanding of its UK audience and robust quantitative data to enable evidence-based decision making.

Case Study

Schroders, a multinational asset management company, created a behavioural finance and investor education platform in the UK, which produced bespoke research to offer a new approach to investor support.

Research Paper

Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.

Article

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

News

NEW YORK: Getty Images, a provider of audiovisual content for the creative industries, has tapped the power of psychographics to gain a deeper view of consumer preferences regarding the photos available on its platform.

Article

Getty Images, a provider of images and videos for the creative industries, tapped the power of psychographics in order to better understand consumers and content alike.

News

SYDNEY: Australian women of all ages spend more time on social media than their similarly aged male peers, with the greatest differences apparent in the youngest age groups, according to new research.

News

BUENOS AIRES: A global segmentation study, inspired by McDonald's LatAm, has helped the fast food chain better understand existing and potential customers and the competitive landscape in which it operates.

Research Paper

McDonald's Argentina, a fast food chain, created a global segmentation study across 36 countries to assess the attitudes and behaviors of over 100,000 individual customers around the world.

Article

Online travel agent Lastminute.com has developed a new media business based on selling travel audiences.

Opinion

The nefarious activities of bad actors in the Facebook/Cambridge Analytica debacle may spark an unwarranted moral panic around the use of psychometric profiling in consumer research, argues Eaon Pritchard.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Article

Hilton, the hospitality company, has moved beyond demographics as it seeks to create marketing that truly resonates with consumers.

Research Paper

Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

News

GLOBAL: Targeting may have become increasingly sophisticated thanks to digital, but marketers are still fixated on age when they ought to be concentrating on attitudes and behaviours, an industry figure argues.

Article

Describes the results of an ad positioning experiment that was carried out and the effect these results could have on a brand's strategy, positioning and advertising.

Research Paper

YouGov used connected data to discover success factors of mobile apps in the US and predict what apps will be popular in 2018, based on its findings.

Article

Explains how age and gender stereotypes are being turned on their head and have no place in modern marketing, using 107-year-old Japanese sprinter Hidekichi Miyazaki and Millennial Mark Zuckerberg as examples.

Article

Explains why, in this world of addressable media, brands would be wise to target people by their attitude and behaviours rather than their age, using fashion brand Gucci as an example.

Research Paper

Cardinal Health, an American healthcare services company, aimed to evaluate its brand equity and profiling of customers by conducting a segmentation study.

Article

BuzzFeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.