Imene Belboula, Claire-Lise Ackerman, Jean-Pierre Mathieu and Caroline Cuny, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 140-156
Lack of understanding of new products' positioning is one of the reasons proposed for their failure. Through a process of semantic transformation, product design can communicate a new product's positioning to consumers.
L'Association des journalistes de l'environnement (AJE), an association of journalists specialising in environmental issues, increased funding in France by creating a wine bottle that acted as tangible proof of the climate change crisis.
The Parisian Road Safety Authority, a road safety organisation in Paris, France, placed digital billboards at busy intersections that used the sound of a car braking to shock pedestrians when they tried to cross with the red man showing.
Jennifer Roberton and Matt Browne, ESOMAR, Fusion, 2018
Respondi, the market researcher, and the research non-profit Center for American Progress partnered in France, Germany and the UK to understand whether connected technologies are beneficial or detrimental to well-being.
Groupe Rouge, an audio-visual company that produces Rouge FM and Rouge TV, launched the Google Universal App campaign, which generated a mix of mobile strategies to target its audience and encourage app downloads.
Laurent Florès and Antoine Moreau, ESOMAR, Congress, 2018
Brands need to understand how consumers perceive them, but surveys and other methods for retrieving data are time consuming and expensive, so the participants in this study used social media to leverage the structure of relationships between brands and consumers.
European Association of Communications Agencies, Finalist, 2018
Dove, the personal care brand, launched a campaign to drive emotional engagement and brandy affinity with its women's deodorant range, amid difficulties with value share and penetration in key markets across Europe.
PARIS: L’Oréal, the French cosmetics giant, has announced that it has formed a long-term partnership with Facebook that aims to deliver augmented reality (AR) experiences for consumers via the social network’s camera products.
Laurent Florès, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 341-343
As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.
CANNES: Despite continuous innovation in the media sector, creative shops have struggled to bring clients compelling strategic data that can ease conversations with the C-suite, according to one client-side marketer.
Sam Peña-Taylor, Event Reports, Cannes Lions, June 2018
Proving the value of an investment is crucial to maintaining an ongoing supply of money – for CFOs and CEOs, the data is more easily available than ever but agencies are getting left behind as media partners help to answer many of the tougher questions.
Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018
Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.