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Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Opinion

Bots have been hailed as the key to transforming the customer experience, but Jasmeet Sethi, head of operations at Ericsson Consumer Lab, warns that there’s a downside for market research.

Article

A case study for Shell, the oil and gas production company, shows how virtual reality (VR) is unique in its ability to provide 'presence' and immersion in the social dynamics of an environment.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Research Paper

International Flavours & Fragrances (IFF), a global designer of fragrances and flavours, developed a pioneering international research programme that would allow them to connect with consumers regularly and uncover early insights that could result in consumer-driven innovations.

Research Paper

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

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.

Article

Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Research Paper

InSites Consulting conducted an experiment with dairy products company Danone and video platform Voxpopme in the UK to find out if automation and machine analysis can be beneficial when conducting qualitative video analysis.

Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

Article

Examines the changes in journalistic practice over the last five years, specifically in response to technology and the evolution of social media, and the lessons for qualitative researchers.

Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

News

SINGAPORE: FMCG giant Procter & Gamble (P&G) has succeeded in turning around the fortunes of two of its beauty brands in China by deploying the power of consumer empathy, according to a leading executive at the company.

Article

When SK-II, a luxury skincare brand, and VS Sassoon, a hair care brand, sought to grow market share in China, they turned to emotional intelligence to rethink their product category.

Case Study

Juzt Jelly, a confectionery brand, increased sales in India by expanding its target market to include adults as well as children.

Case Study

Fast-food brand McDonald's used a multichannel approach to reconnect with young adults in Hong Kong, by offering a nostalgia trip.

Case Study

Barbie, the toy brand, increased sales in Asia by demonstrating the transformative power of imaginative play on children in a digital video and social media campaign.

Case Study

Tea brand Brooke Bond Red Label conducted a three-year, multi-channelled social experiment to get customers to reappraise the brand and to regain its market-leadership position in India.

Case Study

Taiwanese maternity brand Mamaway carried out a major rebranding exercise using online to connect with younger mothers outside its Taiwan and China heartlands.