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Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

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.

Case Study

McDonald's, the fast food chain, increased sales among younger people in Mexico with a series of special offers on 'McDonald's Tuesdays'.

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Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.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

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

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

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

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

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

Credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Online retailer Amazon leveraged its sponsorship of Tokyo Fashion Week to build its fashion credentials among millennial women in metropolitan areas in Japan.

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

Soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Case Study

Google, the digital giant, broadened internet access in India with a free WiFi scheme.

Case Study

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