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Article

Ford, the automaker, has successfully retooled its approach to reaching audiences that have not always been the focus of the industry’s marketing efforts.

Case Study

Food company Hormel Gatherings promoted increased brand awareness and sales of their party trays in the USA through a campaign based on customer insight research.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Research Paper

This paper describes a study that tests for the enhancement of low-sugar pastry via olfaction and examines its effects on pastry consumption.

Case Study

Channel 4, the UK broadcaster, used a fake product recall to raise awareness and viewership of the second series of TV show 'Humans'.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Case Study

Water brand AQUA promoted the sales of its out-of-home product utilising Twitter's auto-response mechanism.

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.

Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Article

Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

News

SINGAPORE: L’Oréal has mined social media micro-trends to inform product innovation in Asia’s emerging markets, according to an executive at the company.

Case Study

Ministerio del Interior, a ministry responsible for policing and national security, created a video web banner campaign for women to tackle servile marriages and gender violence in Columbia.

Case Study

Credit card brand Mastercard used a social media campaign based around travel and parenting to drive leads to merchant partners in India.

Case Study

Online retailer Amazon leveraged its sponsorship of Tokyo Fashion Week to build its fashion credentials among millennial women in metropolitan areas in Japan.

Case Study

Levi Strauss jeans relaunched an old jeans series in India with zero paid media through a social media campaign featuring inspirational women.

Case Study

Fast-food brand McDonald's used a multichannel approach to reconnect with young adults in Hong Kong, by offering a nostalgia trip.

Case Study

Malt drink brand Milo used social media to change the narrative around parenting and raise purchase intent for the product in Malaysia.

Case Study

Mirinda, a soft drinks brand owned by PepsiCo, strengthened its connection to Indian teens with an online video that helped them talk about stress and depression.

Case Study

Fashion retailer H&M transformed social media platform WeChat into a consumer-profiling tool and turned fans into ecommerce customers in China.

Case Study

Beauty brand Dove built an online campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

Case Study

Indomie, an instant noodle brand in Indonesia, used a social media campaign to improve its brand attributes and launch a new product.