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News

SAN DIEGO: Diageo, the alcoholic drinks manufacturer, has already made effective use of virtual reality (VR) as a tool for conducting impactful consumer research.

Opinion

Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

News

LONDON: Confidence in Britain’s financial institutions remains in tatters, notably in Brexit-voting areas in the North and East of the country, an indication of the falling consumer confidence in the country’s institutions generally, a ...

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

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 addresses how news brands covered the early days of President Donald Trump’s administration, and outlines some recommendations for improving their output going forwards.

Research Paper

This article looks at trends in internet usage, tech ownership and connected home in Q2 of 2017.

News

SINGAPORE: Consumers can’t be trusted when it comes to reporting their own behaviour and marketers should look beyond traditional surveys, according to an industry expert.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Case Study

This case study describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Case Study

This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.

Case Study

The case study describes how feminine hygiene brand Nana used a multimedia campaign to empower women and grow the Ultra sector in Tunisia.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Article

This article summarises the results of the Global Marketing Index (GMI) for July 2017, when marketing budgets declined for the first time since February.

Article

This article offers insights into the online behaviours of consumers in Japan and Taiwan, and whether traditional consumer surveys need include passive tracking data.

Article

This article explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

This event report outlines how PNC, the financial services group, approaches sponsorship.

News

LONDON: Out-of-home media is attracting some unexpected advertisers as the medium’s digital capabilities expand and the possibilities grow for a more creative approach using real-time and contextually relevant content.

Article

This event report outlines how POLITICO, the political news provider, is tapping consumer insights to more fully understand its audience at a time of profound change.

News

CAMBRIGE, MA: From chatbots handling routine customer service inquiries to high-powered strategic consultancy work, there are few business areas immune from the advance of artificial intelligence.

Article

This event report outlines some of the failings of political pollsters during the 2016 Presidential election, drawing particularly on learnings from consumer-focused market research.