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Case Study

E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.

Case Study

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

Case Study

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

Case Study

Royal Caribbean, the holiday company, used social media to connect with consumers in a competitive market in the US.

Opinion

In a tough climate for brands, messages are increasingly filtered through a sceptical lens. People get their trusted information about brands from family, friends, co-workers and from the pooled wisdom of the wider population, so, as Mike Teasdale explains, getting the basics right is paramount if you want to build brand trust.

News

BEIJING: The Trump administration’s announcement of tariffs on industrial materials belies the far greater potential of China’s technology advancements, with key figures in the administration suggesting that this will be the next ...

Case Study

Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

News

LONDON: Despite current concerns about alleged misuse of customer data by some companies, a new survey has found that a surprisingly large proportion of British consumers would allow brands to sponsor their photos on social media.

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.

Article

Examines the impact of the internet on society and how Twitter, in particular, has affected online discourse.

Article

Examines the differences and similarities between the mood of the British public in 1998 and 2018.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

News

LONDON: Formerly the ‘world’s global bank’, HSBC’s most recent campaign, Together We Thrive, sets out the brand’s view that people, communities, and businesses all thrive when they’re connected to something ...

Article

Details HSBC's Together We Thrive campaign through discussion with Omar El-Gammal, Planning Director at JWT, who worked with the brand on the campaign.

Article

Julia Ayling, head of research and insights at Mindshare UK, and Sophie Harding, trends and insights director at Mindshare UK, look at how consumers are embracing technological advancements.

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

Case Study

Lean Cuisine, a brand of frozen meals sold in the United States and Canada, stopped its sales decline by redesigning its packaging to fit the modern health and wellness segment.

Case Study

Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.

Case Study

Larios, a gin brand, reversed its sales decline and reconnected with consumers by redesigning its bottles to showcase its Mediterranean heritage.