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Opinion

Anthony Fletcher, CEO of healthy snack brand graze, outlines the key considerations for entrepreneurs and companies looking to get started on DTC.

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.

Opinion

Many of us will try (and likely fail) to change something in our lives in the New Year. Behavioural Economics can explain many of the sounds reasons behind these failed resolutions, but according to Ed Owen, Head of programme content at the IDM, we should all try a little revolution in 2019 instead.

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

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Hosting video advertising on premium media sites can make a difference in boosting consumer trust and effectiveness.

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.

Article

Formula One (F1), an international form of racing, became the fastest growing global sports social media platform as TV audiences increased by 6% across key global markets.

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.

Case Study

Vivo Ads, a mobile media platform, attracted advertisers to its platform by launching ‘The Vivo Ads Challenge’ in Brazil.

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

Three, a mobile phone network, used social data to analyse the unprompted conversation around the brand in order to reveal attitudes that surveys couldn't.

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

Mars Petcare, a pet food and animal care brand, cut through non-relevant data to better understand its shoppers' needs in the UK.