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Gunn Report

The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Research Paper

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

Article

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Case Study

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Case Study

Kraft Heinz, a food processing company, increased sales and successfully launched its new recipe Blue Box Mac and Cheese in the US by creating the biggest blind taste test in history.

Case Study

Amnesty International, a human rights non-profit organisation, was able to rally support and unity for the refugee crisis around the world by designing a flag and an anthem, in order to build its global identity.

Case Study

TV channel Colors led a campaign in India by taking to the streets to find the best talent for its reality talent show.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Research Paper

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

Case Study

Lebanese TV station Murr Television, known as 'The People’s Channel', used TV, radio and social media to address the problem of potholes on the country’s roads and try to shame the government into doing something about them.

Case Study

Iceland, a supermarket chain, launched the #toocoolforplastics campaign in the UK to raise awareness of its removal of plastic packaging from all own brand products.

Research Paper

Looks into some of the most influential personalities in the Philippine social media and examines their Fan Activity Maps – a web of connections that shows all the other fan pages that share the same active fans of any given brand or influencer page.

Research Paper

Advises researchers and practitioners about the advantages and limits of using artificial intelligence (AI) to facilitate the implementation of innovative survey response formats.

Case Study

Abbott, a global healthcare company, used a multi-channel financially-focused communications campaign in the US to shape its financial narrative and ensure its investor base valued the company.

Case Study

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Article

McAfee, the cybersecurity company, faced a major threat to its brand reputation having been hacked on LinkedIn, the social network.

Research Paper

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

Article

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Research Paper

A non-traditional methodology of polling in small areas, called bellwethers, improves the accuracy of forecasts drawn from a large area.

Research Paper

Many public opinion polls report a mythical margin of error. These reported margins of error are calculated on the basis of a nonexistent (fictitious) dichotomous poll question and are completely unrelated to the actual question responses in a poll.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Article

Examines the impact of the internet on society and how Twitter, in particular, has affected online discourse.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.