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Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

Research Paper

This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.

Research Paper

This paper explores the different types of TV audiences in Latin America and attempts to identify any changes in TV consumption within the region, using both quantitative and qualitative approaches.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Article

This event report describes how Pernod Ricard, the international alcoholic beverage brand recast the brand for a young Indian audience by exploring a more nuanced idea of success than just wealth.

Article

This event report outlines how Foster Grant, the eyewear brand, has built deeper bonds with consumers by tapping into more emotional connection points.

Research Paper

This paper outlines research for the charity Action for Children (AfC), to measure the impact of a classroom-based programme it delivered in Scotland, designed to raise empathy and lower aggression in schoolchildren.

Research Paper

This paper demonstrates how research helped safeguard the future success and revenue of ITV, a commercial broadcaster in the UK, by developing its under-performing Video on Demand service to compete better with rivals.

Research Paper

This paper examines how two Dutch charities, Kinderfonds MAMAS and the Nierstichting, utilised 'Telling', a narrative tool, to help them openly and emotionally connect to people through listening, in order to raise more funds.

Research Paper

This paper describes the ways in which market research has contributed to the success of the SURF Survivors' Fund, the charity that supports survivors of the Rwandan genocide of the 1990s.

Research Paper

In this paper the authors explain how they investigated the issue of gender and the media in the UK, looking at how the audience feels about both the amount of coverage of men and women and their views on the quality and character of portrayal on TV, radio and online.

Research Paper

This paper introduces the concept that 'One is greater than one million,' meaning that by giving a jumper a person can keep warm, but by conducting one social research project, millions of families can live better.

Research Paper

This paper looks at connecting with seniors, a growing segment of the Asian population.

Article

This event report explains how TripAdvisor, the travel platform, has ensured its mobile app continues to meet the evolving needs of consumers.

Article

This event report outlines how Home Depot, the home-improvement chain, is seeking to optimise the digital experience.

Article

This research into Korean video consumption reveals different viewing habits for online vs TV ads and provides insights into how brands can make the most of each platform's different opportunities.

Research Paper

This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.

Research Paper

This article looks at how ETB, a Columbian telecommunications brand, entered the highly competitive and changeable mobile phone market at national level.

Research Paper

This article aims to understand Latin American women's relationship with make-up by mapping and quantifying the contents of women's 'beauty bags'.

Research Paper

This article analyses the behaviours and priorities of beauty buyers in Latin America, with particular focus on the role that social media channels, specifically Facebook and Instagram, are playing in the purchase cycle.

Research Paper

This article discusses findings to the question of what makes gaming so engaging, and does it hold potential as an advertising medium.

Case Study

This case study show how an innovative approach to surveying the strength of its partner relationships, has led RSA, an insurer, to shift its strategic focus and change the way in which it operates.

Case Study

This case study demonstrates how an innovative insight programme helped NatWest, a UK bank, transform its telephony service and, at the same time, improve staff satisfaction.

Research Paper

This case study describes how Instagram, the image-based social network, deployed cultural insight within a multi-method approach to understand how advertising should evolve in the current cultural context.