Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

328 results found
Sort by

Research Paper

Livon Hair Gain Tonic, a hair regrowth solution for men, examined how guided meditation can be used as an alternative approach for studying implicit associations in India.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Article

This article explores some of the research behind the contentious claim that a sophisticated suite of data analytics helped Donald Trump to win the 2016 US election.

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 article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption.

Article

This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

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 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 paper looks at the potential insights that can be gained from confronting the data gathered through machine learning with behavioural science principles.

Research Paper

This paper looks at minimising response biases in Asian markets through the use of implicit mobile research techniques.

Article

This event report outlines how data is becoming "political", with profound implications for electoral candidates, consumers and businesses alike.

Article

This article presents advances in 3D, VR and AR technologies that are providing auto marketers with powerful experiential tools capable of generating deeper and more intuitive insights which can better engage consumers emotionally.

Research Paper

Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers’ emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results.

Research Paper

Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.

Research Paper

This article considers social media intelligence in market research, including the tools needed to analyse conversations and the challenge of how to extract value from the millions of online conversations that happen daily.

Research Paper

The present study seeks to analyse the predictive capacity of the Index of Consumer Sentiment (ICS) (a leading index in international market research) in Italy, before and after the global financial crisis.

Research Paper

This paper reports on a global survey research project for InterContinental Hotels Group (IHG) - utilising an implicit approach and behavioural economics - that helped IHG's Holiday Inn brands identify key areas for investment to enhance the customer experience.

Research Paper

This paper discusses how best to use 'non-conscious' methods of research, including misconceptions of such methods and the damaging trend for researchers to claim they are using them when they are not.