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Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

Opinion

Australian agency AFFINITY has won the Best Use of Data Grand Prix for two consecutive years at the WARC Media Awards.

Article

The political and diplomatic storm that is the UK’s exit from the European Union has rocked an insight industry whose political arm failed to foresee the decision.

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Global strategies, campaign updates and trends in the beer and cider category.

Article

Women behave and react differently in financial decision-making situations from men, new Kantar research finds.

Case Study

Farmers Insurance, an insurance company, stood out in a noisy category in the US by creating a video campaign that showed its target audience the crazy accidents it has handled.

Case Study

Covered California, an insurance provider, developed a multi-method, data-driven campaign to increase brand awareness in the US.

Case Study

Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.

Research Paper

This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Gunn Report

Contains the creative for the 'Diving into Data ' campaign for Narellan Pools by the agency Affinity in Australia.

Article

Looks at the history and evolution of Market Leader in response to the marketing industry.

Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

Opinion

Do you remember writing a thesis and feeling slightly upset as you start to realise that no one will ever read it besides your professors, or at best, your parents? Students should receive the recognition they deserve for their hard work – other than just the grade at the end of the academic year.

Article

This article reveals the results of studies exploring the role of cultural differences and usage occasions in shaping the most relevant emotions and motivations for female beauty in the UK and Indonesia.

Article

Collaborations with Jaguar Land Rover and supermarket giant Asda saw Northstar Research adopt the reality TV formats The Apprentice and Come Dine with Me to produce in-depth customer insights.

Article

Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.

Article

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

Case Study

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

Case Study

Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Case Study

Bassetts, a vitamin brand, redesigned its packaging to aid store navigation and increase sales in the UK.