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Article

ThirdLove, a bra and underwear brand, has tapped the power of digital data in an attempt to disrupt an entire category.

Article

As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.

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.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Case Study

Addict'Aide, an addiction-focused digital information platform, launched a fake Instagram profile that, over time, surprised its French followers with the growing alcohol addiction of its profile owner.

Case Study

BOXT, an online boiler business, launched an online digital platform that arranged a new boiler for consumers in the UK all on their mobile phone.

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

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

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

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.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Article

Any research survey is likely to apply some set of rules in order to classify respondents according to age, gender, social class, ethnicity, disability, and so on.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Case Study

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

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Case Study

Investec Click & Invest, an online investment management company, launched the Click & Investaurant campaign in the UK to increase brand awareness and preference.

Case Study

McDonald's, a fast food chain, launched the Serve Your Country campaign in Sweden to position itself as a responsible employer and improve brand preference rates.

Research Paper

Inskin Media, an advertising technology company, launched a campaign in the UK to highlight (potential) implications of detaching measurement from objectives, and investigate the relationship between viewability, visual engagement and effectiveness.

Case Study

Volkswagen Group Russia launched an integrated campaign focusing on the benefits of laser welding for the Polo model, leading to significant sales growth.

Article

According to Indian brand guru Harish Bijoor, brands in the company must keep pace with Indian consumers or risk becoming irrelevant.

Research Paper

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

Research Paper

Kantar India, the Data Investment Management division of WPP, shares its end-to-end framework for conducting consumer-pricing research and explains how conventional methods do not provide a reliable solution.

Research Paper

This article details research that seeks to discover the nature of ivory consumption in 15 large cities in China, aims to understand consumers' perception toward the ivory ban and assesses effective messaging and mechanisms for demand reduction.