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Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

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Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.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

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

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

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.

Case Study

Saffolalife, the not-for-profit arm of an edible oil brand, used disruptive media and hints to help people in India make choices that were healthier for their hearts.

Case Study

Publicis LifeBrands, a healthcare advertising agency, helped a multinational pharmaceutical company (unnamed) transform one of its drug products into a true brand.

Research Paper

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

Article

This study suggests that, in addition to willingness, ability is a relevant and important dimension of self-service technology (SST) acceptance and, going beyond prior studies’ exclusive focus on willingness, develops an SST acceptance model that captures both consumer ability and willingness to use such technologies.

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.

Case Study

This case study details how Close-Up, a Vietnamese oral care brand, regained its relevance among youth by partnering with social messaging app Zalo and creating the first branded mobile social dating platform in Vietnam.

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 describes how the TV network HBO developed an innovative online community, integrating its market research strategy into a single platform, in order to listen to users and generate agile market research insights across Latin- and South America.

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.