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News

SINGAPORE: Coca-Cola believes that there is significant scope for expansion in Asia-Pacific, but a senior executive has admitted the soft drinks giant needs to get better at segmenting audiences across the region.

Case Study

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Article

British home improvements chain Wickes has successfully targeted two different audiences within the same radio sponsorship.

Case Study

ADT, an alarm system brand, launched a campaign in the UK to increase brand recognition and preference.

Case Study

Akbank, a Turkish bank, launched the Smart Audience Targeting campaign on Facebook to generate new traffic sources, a higher return on ad spend and increased sales in Turkey.

Article

AARP, an interest group focused on consumers aged over 50 years of age, has found that pharma brands often fall short when trying to engage this audience.

Research Paper

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Article

Marketers need to reflect the world as it really is, to better appreciate the value or print media and to collaborate on data challenges.

Article

People talk about customer experience as if it’s a physical thing like an event or a moment, but work involving three high-profile consumer brands shows it is more about understanding the emotions around that experience.

Case Study

Buttermilk, the Cornish fudge brand, increased sales of its branded range throughout the UK by positioning its product as both a gift and a snack.

Case Study

Boréale, the Quebec microbrewery, reinvigorated its brand by focusing on its authenticity and rejection of the superficial.

Article

Sixty per cent of TV’s response impact comes through digital media channels and advertisers are not seeing the full response benefit of their TV ads unless they are using online channels to ensure viewers are given the opportunity to respond in a seamless way.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Article

Examines how marketers can best reach commuters through reliance on a combination of traditional and digital platforms as tools of engagement.

News

BEST OF 2017: Marketers are slowly turning their attention towards Generation Z but in 2017 WARC subscribers were largely focused on their older brethren, Millennials.

Article

This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.

Research Paper

The UK Structured Products Association (UKSPA) undertook an iterative programme of market research to address the regulator's concerns following a review of the structured products market by the FCA (Financial Conduct Authroity).

Article

The post-demographic age manifests itself in many ways and this article previews a series of papers which show how audiences can no longer be relied upon to behave in the way their demographic profile suggests.

Research Paper

Discusses how merging methodologies and data sets can be beneficial to the SaaS (Software as a Service) industry where segmentation frameworks are heavily influenced by feature usage.

Research Paper

Cardinal Health, an American healthcare services company, aimed to evaluate its brand equity and profiling of customers by conducting a segmentation study.

Article

In the age of post-demographic consumerism, people no longer behave as their age would suggest and are breaking free of the traditional demographic boundaries.

Case Study

Deodorant brand Rexona Men grew its market share in Hong Kong by making product consumption a daily necessity.