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Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Research Paper

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

Article

This article provides guidance on using packaging to create standout for brands and drive purchase consideration.

Article

This article explores the concept of age, specifically in terms of 16-19 year olds and those over 65, in relation to branding, personal attitudes and perceptions, and responses to music.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Case Study

This case study explores how Arla's skyr, a new yoghurt brand to the UK, broke into this competitive category with a design that contrasted with the cluttered market, cutting through the noise.

Case Study

This case study details how the Snowdon Award Scheme, a charitable organisation that provided grants and bursaries to disabled students, rebranded itself as the Snowdon Trust to increase awareness in the UK.

Case Study

This case study describes how Twinings, a tea marketer, packaged its new premium Discovery Collection to appeal across multiple global markets.

Article

This article introduces a series of papers on the challenges facing food marketers as they tackle a rapidly changing market, as well as tightening regulations.

Research Paper

This article presents a US study that identifies six types of grocery shoppers, all of whom have different buying behaviours - and different attitudes to Big Food.

Article

This article explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Research Paper

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Research Paper

This paper discusses how alternative models for storytelling can be deployed to help organisations more effectively engage with and act on consumer insight; it's illustrated by a UK project undertaken for Walgreens Boots Alliance, the pharmacy group.

Article

This article offers a neuroscientific perspective on whether the ASMR trend has staying power, or whether it will be the 'next big thing' that becomes the next forgotten fad.

Case Study

This case study shows how Dove, a chocolate brand, revived interest in its product using a psychological technique to recreate the product's pleasurable sensation.

Case Study

This case study describes how Kleenex, a tissue brand, used a social experiment to promote its scented face and hand tissue in Malaysia.

Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

Case Study

This case study demonstrates how a powerful brand positioning delivered long-term higher commercial value for Cuisine de France, a brand responsible for introducing fresh French bread and pastries to the Irish market in the 1990s.

Research Paper

This report describes the results of a Unilever Habits and Attitudes (H&A) study that looked into consumer behaviour and the opportunities provided by listening to social media conversations to pick up emerging signals of change.

Research Paper

This paper reports on a global survey research project for InterContinental Hotels Group (IHG) - utilising an implicit approach and behavioural economics - that helped IHG's Holiday Inn brands identify key areas for investment to enhance the customer experience.