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Consumer decision making

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BERLIN: McCormick, the seasonings company, has used the consumer journey to capture new growth opportunities by identifying relevant micro-moments to target potential customers.

Article

McCormick, the seasonings company, has acquired a detailed understanding of the consumer journey in order to know which micro-moments to target.

Article

Highlights the broad range of very different initiatives, all of them grounded in behavioural science, which all have the ultimate outcome of reducing fuel consumption.

Article

Smartphone technology has led to the consumer decision-making process merging its distinct moments into a Ubiquitous Moment of Truth.

Case Study

What3Words, a geocoding system, created unique pictorial envelopes as part of an addressing system to help deliver mail in developing countries.

Case Study

Charity Royal National Lifeboat Institution (RNLI) launched a campaign in the UK giving instructions on how to best react when falling unexpectedly in cold water.

Case Study

Weetabix, a cereal brand, developed new insights into how people buy breakfast cereal in the UK, through research methods such as eye tracking, surveys and observation.

Case Study

Durex, a condom brand, created ‘Do Not Disturb’, a mini-documentary on YouTube that filmed couples on holiday without their digital devices to associate the brand with couples connecting emotionally.

Case Study

Subway, a fast food restaurant, used app-based technology to encourage consumers in the UK to form 'Subsquads', bringing groups of consumers into store.

Case Study

Public Health England, an executive agency of the Department of Health in the UK, launched the ‘Be Food Smart’ campaign, which used activity packs and an email campaign to educate families on the food they were eating.

Case Study

Public Health England, an executive agency of the Department of Health in the UK, created a quit smoking Messenger bot to help smokers stay on track to quitting during Stoptober.

Article

Australian mums use social media, word of mouth, product recommendations and reviews to decide what to purchase, with the opinions of their kids and friends the most influential factors.

Article

A new survey has revealed that, with very few exceptions, for most categories, important emotional aspects are shared across all demographic segments.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Case Study

The Bill and Melinda Gates Foundation used a multimedia campaign to tackle the problem of open defecation in India.

News

LONDON: The context of a customer’s decision is fundamental to the effectiveness of marketing communications, new research by Les Binet and Peter Field shows, though findings from the pair’s landmark studies remain true.

Article

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.

Case Study

Babylon, a healthcare app, successfully launched its product by positioning itself as a reliable search engine for the UK's hypochondriacs.

Case Study

Whirlpool, an appliances manufacturer, built on its 'Everyday care' campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities across the US.

Case Study

This case study shows how Wellcome, a scientific research charity, used a commercial approach to launching its new science education platform and successfully gathered interest from teachers in the UK.

Case Study

Amnesty International, a non-governmental organisation, transformed the refugee crisis from a global issue into a personal one for millions, by getting real refugees to respond to users on Twitter.

Case Study

Turkcell, Turkey's largest telecommunications company, transformed from being a telecommunications brand to a lifestyle brand by tackling the problem of diabetes.

Case Study

The Royal National Lifeboat Institute (RNLI), a British non-profit lifeboat rescue service, transformed its relationship with supporters when its future looked bleak.

Case Study

Knorr, a packaged foods brand, successfully increased sales and brand awareness in the UK, by tapping into millennials' relationship with food.

Case Study

Center Parcs, a European network of holiday villages, used planning to articulate an emotional positioning, which transformed perceptions of Center Parcs in the UK from an expensive break into a brand that stood for family time.