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Research Paper

This paper explores strategies on how to best balance expanding survey length with the need for concise, relevant and engaging surveys, deployed in a device agnostic format.

Article

This paper seeks to shed light on defining and measuring digital ad engagement in a cross-platform ecosystem.

Research Paper

This paper explores the tension in Indonesia between its traditional, collective culture and a newer-found individualism, and what this means for marketers.

Research Paper

It has often been observed that changing an item’s position in a list can substantially affect the probability that it is chosen.

Case Study

This case study explains how Virgin's trains division built customer loyalty and its brand reputation in the UK over several years with a series of service improvements and marketing campaigns.

Case Study

This case study shows how EDF Energy, the UK energy company, differentiated its brand from competitors through a 'low carbon emissions' message to recruit customers more quickly than all other major suppliers.

Case Study

This case study describes how Cadbury launched a new premium brand - Silk - in India to tackle a supply problem and increase its value share of the market, by targeting young people with an indulgent message that reflected their different approach to public displays.

Case Study

This case study describes how Munchy's, the snack manufacturer, launched a new cookie product - Captain Munch - to challenge the market leader in Malaysia and Singapore.

Case Study

This case study describes how Happydent, the chewing gum brand, sought the number one spot in the Indonesian market.

Article

This article discusses the differences in food preferences within Asia-Pacific. The Asia-Pacific region accounts for 40% of global food retail sales.

Article

This article provides three core principles that can improve the success of tracker surveys, which currently suffer from falling response rates, faulty answers and flawed analysis.

Article

This article looks at how marketers can create or change consumer habits. It explains, from a psychological perspective, what habits are and how they are triggered and uses the study of eating popcorn in cinemas to demonstrate the importance of context.

Case Study

For this campaign, Coca-Cola reached out to teens in Hong Kong by tapping into local slang and launching an integrated media effort across TV and mobile devices.

Article

This paper proposes a new way of looking at brand communication by broadening the perspective from explicit messages to implicit signals.

Research Paper

This presentation examines a variety of classical survey measures and questions to establish which remain relevant to today's research needs and which do not.

Case Study

This campaign for Virgin Trains, a UK rail services operator, addressed the marked decline in rail travel it experienced in 2009/2010 by encouraging people to re-evaluate their choice of transport.

Case Study

This case study explains how Toyota, the automaker, launched the unknown FJ Cruiser, a four wheel drive (4WD), in Australia.

Case Study

StarHub, the broadband and telecoms provider created Asia's first interactive transmedia campaign with 'Love Tails', which ran in Singapore.

Case Study

PruBSN wanted to target young Malaysian adults for their 'FirstLink' takaful product (insurance based on Islamic principles).

Research Paper

This article highlights the best case studies from the 2012 ARF David Ogilvy Awards, including campaigns for Vicks DayQuil and Vicks NyQuil, Verizon FiOS and Chevrolet Silverado.

Research Paper

This paper from TNS in South Africa looks at the disconnect between the respondent-level and aggregate-level behaviour of consumers in market research.

Research Paper

This paper examines how M&A activity has brought about major change in the composition of the market research industry – and the effect that consolidation has had on MR companies and clients.

Case Study

In this campaign, the Office of Road Safety Western Australia tackled the issue of speeding using the insight that the way we drive is symptomatic of the way we live: too fast.

Case Study

GlaxoSmithKline were looking to encourage product trial of its denture adhesive cream Polident and build engagement with denture wearers in Malaysia.

Article

Appreciating cultural sensitivities and market nuances is fundamental to uncovering great insights. This is especially true when trying to open up new territories.