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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.

Case Study

Godrej Security Solutions, a total locking solutions provider, increased awareness of the important of home safety by creating a campaign featuring convicted thieves who showed how easy a break-in can be.

Case Study

Airbnb, an online marketplace and hospitality service, launched a campaign to new members in India on home sharing, hospitality and quality standards.

Case Study

Danone, a multinational food-products corporation, increased awareness of the protein deficiency across India by launching multiple social media campaigns and a protein calculator to help people take the pledge of eating more protein.

Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

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

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.

Case Study

Cigna, a health insurance brand, used famous TV series doctors to encourage US consumers to sign up for preventative care consultations.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 US general election to get involved in the cultural conversation on social media, in order to increase brand sales in the US.

Case Study

Spotify, a music streaming service, increased its reach in Canada by creating personalised playlists for Canada's highest streaming neighbourhoods.

Case Study

Hostelworld, a hostel-focused online booking platform, changed the perception of hostels among young travellers by launching branded video content in the UK that documented celebrities staying in hostels.

Case Study

IAG Cargo, the cargo handling division of International Airlines Group, increased its base among small/medium enterprises in the UK by creating an automated and personalised rewards system.

Case Study

HSBC, a banking brand, increased knowledge and awareness of the Belt and Road Initiative by launching a suite of communications, customer case studies and education programmes for its staff globally.

Case Study

The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.

Case Study

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

Case Study

O2, a telecommunications company, launched the Free Screen Replacement programme to convince people in the UK to join O2 during the release of the new iPhone 8 and iPhone X.

Case Study

Bayer, a pharmaceutical brand, made its product relevant to a new audience in the US by focusing on its life-saving capabilities.

Case Study

Bodyform, a brand of feminine hygiene products, got its company to think and act more boldly than ever before in order to bring to life its purpose and make a meaningful difference to women.

Case Study

Girlguiding, the national guiding organisation of the United Kingdom, increased positive sentiment and the number of volunteer enquiries by showing how it helps its volunteers and attendees empower each other.

Case Study

Beano, a children's comic, transformed itself from a dormant heritage brand into a contemporary entertainment brand for a whole new generation of digital-native kids in the UK.

Case Study

Edgell, a canned vegetable brand, used a content-led strategy to fight off competition from own labels and boost sales and engagement levels in Australia.

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.

Case Study

Romanian Police reduced the number of road fatalities in the country by creating an outdoor museum about car accidents.

Case Study

CSRA, a US information technology company, used on- and offline media to position itself as the IT contractor of choice for the US government.