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Turning research into insight

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News

LONDON/AMSTERDAM: Observations are not insights, a distinction marketers need to grasp in a world where proactive, actionable insights are becoming the source of true competitive advantage.

Research Paper

This paper describes a desk research project for Avon, the cosmetics company, to provide cost-effective insights into its sales representatives in Brazil.

Article

This report assesses customer attitudes, in relation to how HSBC could rethink segmentation when producing their five year plan.

Article

This event report outlines what leading client-side marketers are looking for in their market research partners.

Opinion

The marketing industry recently received some sobering news. A  study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with whom they are communicating.

Research Paper

This paper describes how British Gas, the energy supplier, developed a new method to communicate the insights, analysis and research from its insight department to decision-makers in order to develop a customer-led culture at the top of the company.

Article

This short article relates an interview with Tanya Franklin, director of market and consumer insights at Lowe's, the American home improvement company, in which she describes how actionable insights lead to the creation of business advantages.

Research Paper

This paper sets out a new segmentation technique to produce consumer segments that are easily targetable by marketers, an area where traditional segmentation studies can fall short.

Research Paper

This paper examines the value of meta-analysing older research to find alternative stories within the data, as a form of narrative psychotherapy for brands in order to make use of potential insights.

Research Paper

This paper argues that market research on both the agency and client side needs to adopt agile project management principles in order to enable true customer centricity and a more flexible and future-proof approach.

Article

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.

Research Paper

This article outlines how the key principles of storytelling can be utilised to craft narratives out of data.

Article

This article argues that marketers should embrace real-time research and outlines a best-practice process for how to adopt this new approach.

Article

This article describes a new way of working with data through a platform, Hub, that helps marketers apply journalistic editing skills to the available data, creating real-time brand storytelling which makes marketing more responsive, proactive, and personally targeted.

Article

This brief Q&A with Simon James, an instructor at the ANA school of marketing and global leader of SapientNitro's analytics practice, discusses how to make smarter decisions based on data analytics.

Research Paper

This case study demonstrates the approach used by HSBC, the bank, to understand its Emerging Affluent audience in order to build successful global customer propositions.

Case Study

This case study shows how BT, the British telecommunications services company, used a mixed-methodology study to positively influence the culture around Generation Z's attitudes and behaviours regarding the use of technology.

Case Study

This case study describes how research and collaboration led to a successful global communication campaign for Galderma, an international dermatology company.

Case Study

This case study details the Autoimmune Biosimilar Impact Study: the methodology, the types of insights generated, and the actual business impact for global biotechnology company, Biogen, with whom the study's questions were developed.

Research Paper

This paper, which includes a case study from Shell, the energy company, offers tips on how to pick key insights out of the mass of data-driven possibilities available and effectively sell these insights within and outside the business.

Research Paper

This paper discusses a project from Danone that aimed to share insights with people in a faster way, and ultimately increase the ROI of its insights.

Article

This event report draws on research, led by Millward Brown Vermeer, covering the possible evolution of marketing insights and analytics over the period to 2020.

Article

This article provides marketers with information and guidance on researching consumers.

Article

This article describes how agency strategists/planners gain and use insights - and what type of insight is useful when developing a marketing or communications strategy.

Article

This article describes an open-ended research technique that was used to generate insights about 'adult sharing' when traditional methods were no longer useful.