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Research Paper

International Flavours & Fragrances (IFF), a global designer of fragrances and flavours, developed a pioneering international research programme that would allow them to connect with consumers regularly and uncover early insights that could result in consumer-driven innovations.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

Article

Samsung, the technology giant, has used "true" consumer insights to enhance its capabilities in areas ranging from performance marketing to consumer understanding.

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.

Article

In this viewpoint, the author argues there are parallels between Kodak’s inability to take advantage of the shift from print to digital and the current state of the market research industry.

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.

Article

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

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 looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.

Research Paper

This paper reveals best practices for using video in research, based on a project by AOL, the digital content brand, which explored how technology-powered solutions can help researchers incorporate video.

Research Paper

This paper explains how FrieslandCampina, a global dairy food company, applied the brand growth theories of the Ehrenberg-Bass Institute (EBI) in a bid to revive the fortunes of its Optimel yoghurt drink in the Dutch market.

Research Paper

This paper explains a research experiment using solely pictures to provide key learnings from this methodology and its implications for future market research projects.

Research Paper

This paper describes a research project assessing the validity of virtual reality (VR) as a data collection tool for market researchers, using the example of conjoint analysis in the German automotive sector.

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 how Data Management Platforms can power better research and overcome the two key disruptive forces in the market; technology and data.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

News

SAN DIEGO: Diageo, the alcoholic drinks manufacturer, has already made effective use of virtual reality (VR) as a tool for conducting impactful consumer research.

Opinion

Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.

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

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

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