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Research Paper

This paper examines how Coca-Cola Japan used virtual prototypes of new coffee-dispensing vending machines to gain insights into consumer mindsets and test new ideas at scale.

Article

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

News

Marketers were exploring new ways of thinking about brand loyalty during 2015, according to an analysis of the most-read articles on Warc.

News

NEW DELHI: In a departure from its normal practice, Coca-Cola is test-marketing a new product in India through an e-commerce platform rather than selected modern trade stores.

Case Study

This case study describes how Invisalign, a modern technology for straightening teeth, created a coordinated campaign to reposition the brand as an industry leader in the USA.

Article

This article provides best practice advice for developing loyalty programs, which can increase customer retention and acquisition, test marketing concepts, increase sales, and provide data that improves their understanding of consumers.

Case Study

This case study explains how Ritsumeikan Asia Pacific University simultaneously built awareness amongst students and assuaged concerns among parents in a global direct mail campaign.

Research Paper

This paper assesses the multiple challenges for fragrance and flavour research in emerging markets and presents a new methodology tested in South Africa which overcomes these.

Research Paper

The impact of word of mouth (WOM) on consumer actions is more pronounced now than ever due to technology.

Research Paper

While user-generated content (UGC) and social media have generated interest from researchers and practitioners, many facets of users and producers of such content remain undocumented.

Research Paper

As consumers adopt smartphones and tablets at soaring rates, marketers are racing to make sense of the copious data those transactions generate, harness what the data says about their customers, and then act on that information.

Research Paper

This note demonstrates an example of lost knowledge in the marketing research field. In particular, the original meaning of the terms ‘survey’ and ‘survey research’ has been perverted, apparently through inattention.

Research Paper

Identifying relevant attributes or variables is the first objective of conjoint analysis in market research.

Research Paper

This paper presents a review of extant literature about virtual worlds market research. We discuss the need for greater recognition of differences to traditional online and e-commerce web services, including social media.

Research Paper

In this paper Matt Kleinschmit and Andrew Reid, of US firm Vision Critical, review the latest innovations in virtual testing technologies and applications, such as virtual shopping, virtual banking, virtual mailbox.

Research Paper

This paper shows how an automated, artificial intelligence based system of facial imaging can be integrated into an online panel in a manner complementing traditional survey based approaches.

Research Paper

The presentation describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements.

Case Study

Rockwell Tools, a maker of handcrafted tools in the US, was concerned that its holiday 2010 sales could fall significantly forecast.

Case Study

UK gas generator manufacturer Peak Scientific faced fierce competition from larger rivals. Nevertheless, the firm wished to expand into new territories and launch a new product range.

Research Paper

Facial imaging is sophisticated software driven technology that makes possible the automated recognition of emotional response to marketing stimuli.

Research Paper

This paper brings into perspective the need to combine new research approaches with the traditional, in order to answer new and old questions; create innovative approaches using new technologies, and deliver more creative ways of interpreting findings.

Article

This paper provides an overview of the cigarette industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the bread, cake and related products industry in the United States.

Research Paper

Modern marketers seek new research paradigms to explore preconscious, nonverbal stages of consumer behavior, often turning to brain science because some mental processes, particularly those underlying conscious awareness, may be better understood by analyzing neurophysiological reactions.

News

NEW DELHI: Levi Strauss, the apparel specialist, is aiming to boost sales in major Asian countries such as India and China, primarily through a brand developed specifically for the region.