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Research Paper

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

Research Paper

Corona, a beer brand, used insights from market research company de la Riva in Mexico to understand what consumers were looking for.

Article

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

Case Study

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

Research Paper

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

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Article

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

Case Study

Comfort, a fabric conditioner brand, launched its Comfort Creations Summer Limited Edition in the UK with a striking design to improve sales during the summer season.

Case Study

Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.

Case Study

TENA Men, the Swedish brand of products for men with incontinence, used a design inspired by the automotive industry and the semiotics of performance and control to increase global growth.

Case Study

Creating a bold new aesthetic helped Royal Challenge, the Indian whisky brand, grow and increase its market share.

News

HELSINKI: A premium packaging design has been the crucial element in the successful launch of Valio’s premium butter brand, which has exceeded all expectations in one European market and has done so without any marketing spend.

Article

Details research from MMR on what drives perceptions of premium across FMCG and, using its findings, provides tips for brands to better their communications.

Article

Visual cues are fundamental to decision-making and, therefore, to branding, as they constitute the heuristics - mental shortcuts - that avoid thinking too hard.

Article

Mindframes shares six perspectives that 'explore and understand a different representation of reality' when it comes to market research.

Article

Valio, a Finnish dairy co-operative used semiotics, the study of signs, to understand its own position in consumers' minds, and overcame geopolitical challenges in the process.

Article

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.

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 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

In a world of vanishing technology, where calls can be made and delivered to any device, what does the future hold for the humble mobile network provider in a world of handset contracts?

Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

Research Paper

The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.

Research Paper

Johnston Press, a British multimedia company, leveraged semiotics to understand how best to communicate with the readership of British newspaper, 'The i'.

News

LONDON: Papers from Marks & Spencer, BBC Radio 4, Barclays and Exterion Media are among the winners at the MRS Awards 2017, which recognise the effective use of market research.

Research Paper

BBC Radio 4, a British radio station, used qualitative research and semiotic analysis to identity problems with its output, which led to key changes.