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Behavioural research

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Research Paper

Some thought leaders suggest that human attention is becoming so scarce that it will become a market currency unto itself and future marketers will trade on attention as a measure of advertising success.

News

LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Article

Lack of variation in data can be indicative of a trend or problem in of itself, and so shouldn’t be ignored.

Opinion

Humans have only experienced modernity as a blip – for the rest of our existence, the natural world was the basis of all our stimulus.

Research Paper

The Home Office's Research, Information and Communications Unit (RICU) conducted research into the development and refinement of a successful behaviour change campaign in relation to Indecent Images of Children in the UK.

Research Paper

The Bill and Melinda Gates Foundation, a private foundation founded by Bill and Melinda Gates, used research to generate demand for Voluntary Medical Male Circumcision in Zambia and Zimbabwe, to help tackle their HIV epidemic.

Research Paper

Dulux, a paint brand, used a new research methodology that harnesses the power of social data, which enabled it to understand painting and decorating in the wider context of UK consumers' lives.

Article

Three-dimensional audience segmentation (who people are, what they do and how they say they think and feel) can provide a fuller range of insights, but ignoring the subconscious, or the 'fourth dimension', can be a huge omission.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

Research Paper

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

News

NEW YORK/CAMBRIDGE: Psychological traits identified from a single “like” on Facebook can be used to create targeted ads that boost both clicks and sales, a new academic study has found.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Article

Adam Ferrier, founder of THINKERBELL, discusses what happens when brands put the consumer at the heart of their decision making, CX, and design.

Opinion

If you’re a behavioural scientist in the tech industry, you’re in high demand, writes Mark Bell, Chief Experience Officer at Dare.

Article

This article looks at poor health literacy and how it can be improved with behavioural science, which is aiding better comprehension among patients.

Article

This article examines two different approaches to business, short-term expediency and long-term benefit.

Research Paper

This paper provides two case studies that explain how artificial intelligence (AI) can assist the market research industry in finding insights and predicting consumer behaviour.

Research Paper

This paper explains how Itaú Unibanco, Brazil's largest private bank, changed its life insurance products to focus on benefits in life, rather than after death.

Research Paper

This paper explains how the Internet of Things could have a positive environmental impact by using real-time displays of connected devices' power usage to help reduce electricity consumption.

Research Paper

This paper explains a research-led, three-pillar transformation that took place within the business of MetLife, the global insurance provider, to create a more customer-centric organisation.

Research Paper

This paper explains how Coca-Cola Japan, the soft drinks company, used innovative methodologies and a virtual experience technology to develop a new serving model for the freshly-brewed 'authentic' coffee it offers in convenience stores (CVS).