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Article

Global strategies, campaign updates and trends in the banking category.

Article

This article offers advice on using behavioural science to connect with shoppers in Thailand.

Article

Assesses the capabilities and limitations of Viewing, as well as its potential to enrich or complement Listening-based research.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.

Research Paper

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

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

Article

Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

This paper collects the most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

Article

This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

Case Study

Weetabix, a cereal brand, developed new insights into how people buy breakfast cereal in the UK, through research methods such as eye tracking, surveys and observation.

News

BERLIN: Market research is facing problems around participation and data quality but tweaking traditional research methods can make a significant difference to engagement and response rates.

Article

Three-dimensional audience segmentation (who people are, what they do and how they say they think and feel) can provide a fuller range of insights, but ignoring the subconscious, or the 'fourth dimension', can be a huge omission.

Research Paper

YouGov used connected data to discover success factors of mobile apps in the US and predict what apps will be popular in 2018, based on its findings.

News

ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.

Article

Market research is changing; questionnaires lead to professional respondents rather than the true target audience – the solution for some has been to rethink research through gamifications and simulations of real world situations.

Article

This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Research Paper

This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations.

Research Paper

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

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.