María Payá, Raul Gordo, Marc Smaluhn and Joaquim Bretcha, ESOMAR, Congress, 2018
Hasbro, a toy and board game company, conducted research that allowed it to make data-driven decisions to optimise its advertising investment in Spain, adapting the campaigns to the real behaviour of the different targets, and adjusting the use of media for every specific moment of the consumer journey.
Holly Rozelle, ESOMAR, Congress, 2018
Nature’s Way, a vitamins and supplements brand, transformed itself from not leveraging data at all to becoming dependent on data, insights and the Marketing Capabilities function, which has resulted in growth for its products in the US.
Arpapat Boonrod and Prachawan Ketavan, ESOMAR, APAC, 2018
Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.
Li Chenyang and Wander Meijer, ESOMAR, APAC, 2018
This article details research that seeks to discover the nature of ivory consumption in 15 large cities in China, aims to understand consumers' perception toward the ivory ban and assesses effective messaging and mechanisms for demand reduction.
Mariela Mociulsky, Ximena Díaz Alarcón and Eugenia Tarzibachi, ESOMAR, Latin America, 2018
Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.
Charlotte Lecuyer, Sonia Capelli, and William Sabadie, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 436-446
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.
This article, taken from the Warc Toolkit 2017 report, explores how developments in virtual and augmented reality are offering new and increasingly viable ways for brands to emotionally engage with consumers.