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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.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Research Paper

The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.

Research Paper

This paper explains how Firmenich, a privately-owned fragrance and flavour house, and Tsquared, an online search insights brand, found an ideal vegan beverage for the UK market in 2017 by studying trends around natural food, organic food, and related dietary restrictions in the US and UK.

Research Paper

This paper looks at how a segmentation with measures purely related to digital can give more relevant results for the Chinese market, and how this was developed for Domino's, the pizza store chain.

Research Paper

This paper explains how Rotary International, an international organisation facilitating humanitarian services, drove its global Future Vision project through data.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper explains and shares findings from Youth in Flux, a global integrated research project for Viacom, owner of TV channels such as MTV and Comedy Central, who wanted a better understanding of its younger audiences' attitudes and aspirations.

Research Paper

This paper tells the fictional story of a power-hungry Lord who gets inside the heads of his citizens and becomes one with the data in order to secure unconditional loyalty from his people, as a warning of what the industry could look like in 2087.

Research Paper

This paper investigates how market research findings are typically shared by research agencies and their clients, and explores new ways of sharing these results for high impact within - and integration into - a client’s business.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Research Paper

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.

Research Paper

This paper looks at how Microsoft, the software and technology company, uncovered its real developer targets and gained actionable insights into rapidly changing technical and commercial audiences across industries.

Article

This article looks at whether it is possible to ascertain the right questions to ask the right people in order to make a prediction in political polling.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Research Paper

This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

In this viewpoint, the author looks at opinion polls and their varying success in the wake of several global elections and referendums.

Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Research Paper

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

Article

This event report looks at an innovative form of B2B research that has proved successful at engaging SME audiences.