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Research Paper •
When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.
Research Paper •
Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.
Research Paper •
This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.
Article •
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Research Paper •
Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.
Research Paper •
Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.
Research Paper •
Money Advice Service (MAS), a free and impartial financial advisor in the UK, launched a survey to discover gaps in children’s financial knowledge so it could better prepare them for future financial decisions.
Research Paper •
IKEA, a furniture retailer, combined all the different survey data streams from test countries Japan, Saudi Arabia and the UK to discover the impact that in-the-moment experience has on future share of wallet.
Research Paper •
The MS Society commissioned research to inform a media campaign aimed at convincing the UK government to change various aspects of Personal Independence Payment (PIP).
Research Paper •
Kantar TNS, a market research and market information group, launched a pilot study with Royal Mail, a postal service and courier company, to provide metrics for advertising mail.
Research Paper •
GlaxoSmithKline, a pharmaceutical company, used social listening to collect data findings that were grounded on naturally occurring consumer conversations about athlete's foot in the US and South Korea.
Research Paper •
Omnicom, a boutique research firm in Australia, combined qualitative and quantitative research methods in the hair and beauty industry to streamline the research process.
Research Paper •
ITAU, a Brazilian publicly quoted bank, created design sprints and used a mixed methodology research approach to identify pain points for its users in Brazil, which would help improve its service.
Research Paper •
Neurosketch, a market researcher, analysed how people in Columbia dress in order to predict how they will respond to different strategies, brands and products.
Research Paper •
Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.
Research Paper •
SEAT, a car manufacturer, developed a solution using Artificial Intelligence (AI), machine learning and statistics to extract deeper insights from SEAT's global customer satisfaction survey.
Research Paper •
Nailbiter, the technology platform, used its video market research capability in the US to produce better consumer insights for Airwick, an air care brand and Lysol, an American cleaning products brand.
Research Paper •
Shionogi, a Japanese pharmaceutical company, introduced MouseTracker technology in the UK, a method that it has integrated into classic in-depth interviews to gain richer insight on critical business decisions.
Research Paper •
Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.
Article •
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Article •
Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.
Research Paper •
Standard Bank, a financial services group, used a mixed-method approach to discover how privacy legislative challenges are affecting market research clients and agencies in South Africa.
Research Paper •
Coca-Cola, a soft drink brand, improved internal communications for the insights team in Europe in order to make them as effective and engaging as possible.
Research Paper •
Microsoft, a multinational technology company, introduced efficiencies and survey enhancements to monitor a much wider range of satisfaction indicators, allowing it to become a truly customer-obsessed organisation globally.
Research Paper •
Although questions that ask respondents to rank-order a list of items can be analytically valuable, responding to ranking questions typically requires a good deal of cognitive effort.