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Case Study

Cadbury's chocolate bar 5star rebooted its "getting lost" brand motif through TV, digital and outdoor to appeal to youth and boost sales in India.

Case Study

Condom brand Skore used TV, digital and events to redefine the category narrative and boost sales in India.

Case Study

Barnardo's, a British children's charity, re-established its brand with the British public by producing an advert that broke conventions of children's charity advertising.

Article

Behavioural economics has been a gift to anybody seeking to nudge behaviours but, crucially, it is not without its limitations.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Article

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

Article

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

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 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 explains how Itaú Unibanco, Brazil's largest private bank, changed its life insurance products to focus on benefits in life, rather than after death.

Article

This short article lists the books that influenced Steve Stokes, CSO at DUKE.

Article

This article summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols); they are both techniques used by qualitative researchers to deliver cultural insight.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Case Study

This case study shows how M&S, a retailer brand, revamped Mrs Claus to suit 21st century women and thus increase clothing sales across the UK.

Article

This article examines the immense power of Instagram and its wealth of user-generated content, which brands can use to create cultural value that goes beyond products.

Article

In this viewpoint, the author looks at the current state of qualitative research and looks to the future of the practice for market researchers.

Article

This was a one-day Market Research Society conference with ten presentations covering a very wide perspective on methodological developments.

Research Paper

This paper explains how a streamlined innovation process helped Unilever get ideas to market in China in a shorter timeframe than traditional approaches.

Research Paper

This paper describes a project that used artificial intelligence to extract insights from conversations on Twitter about two political events in 2016: the US presidential election and "Brexit", the UK's withdrawal from the European Union.

Research Paper

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

Research Paper

This paper explores the evolution of digital ethnography tools and their value in providing semiotic insight into cultural activity that is often difficult to access in Dubai.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Article

This event report looks at how brands prepare for technological and cultural change; the BBC, the UK's public broadcaster looks to its audience, while PepsiCo's fruit and veg division looks beyond juice toward health and wellbeing.

Article

This event report describes how Pernod Ricard, the international alcoholic beverage brand recast the brand for a young Indian audience by exploring a more nuanced idea of success than just wealth.