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1,099 results found
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Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Article

This research provides an overview of patterns in shopper behaviour across Europe and what issues this may cause for the industry.

Case Study

Sponsor, a sports drink brand in Thailand, increased its sales by building a connection with sports lovers by helping them support the Thai national football team.

Case Study

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Article

This article describes some of the applications and use cases for AR at all stages of the shopper journey, backed by omnichannel purchase journey insights, creating a new concept dubbed Augmented Retail.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Article

This article examines the over-65 market, and how this segment presents an opportunity for growth to marketers.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper sets the context for why client research and insight functions need to change, discusses what the client-side role will look like and how it will add value to organisations.

Article

This article looks at whether it is possible to ascertain the right questions to ask the right people in order to make a prediction in political polling.

Article

This article explains how behavioural economics can be used in advertising to encourage healthier lifestyles and explores how the 'Intention-Action gap' can be avoided by employing this strategy.

Research Paper

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

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 shows how Extra, a gum brand, successfully increased sales and brand engagement in the US by making emotional storytelling its marketing focus.

Case Study

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

News

CHICAGO: Russell Athletic, the sporting apparel group, enjoyed marketing success by subverting category norms and focusing on unlucky losers rather than triumphant winners.

Article

This event report outlines how Russell Athletic, the sporting apparel brand, found success by flipping traditional category conventions.

Research Paper

This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.

Research Paper

This paper examines whether the use of split questionnaire design can improve survey response, data quality, efficiency and participant experience in the APAC region.

Article

This report analyses the world's best marketing campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Research Paper

This paper describes how Coca-Cola, the beverage company, ensures consistency in its market research globally, through the use of a partner organisation that monitors and supports the activities of its research agencies around the world.