Research in Practice
Over the years, we have embarked on a multi-stage research partnership with Kadence International by employing methods including quantitative, qualitative as well as neuro to demonstrate the ROI impacts on advertisers’ brand values, positioning and...
Mom’s the word – understanding the growing audience of mom gamers
Right now, gaming is everywhere. Be it mobile games, esports, console play or streaming, gaming is now firmly part of the cultural zeitgeist and shows no sign of slowing in a world where connectivity is...
How the cow laughed again: the importance of a customer-centric approach
The Laughing Cow is an instantly recognisable brand, with its iconic red earring-wearing cow and bite-sized triangular shape. In 2012, however, sales started to decline for the brand over an eight-year period. The softening of...
Understanding Hispanics across the Americas
By exploring the nuances of the Hispanic and Latin American experiences today, we can understand their future. Knowing your target audience’s future needs is invaluable for a business to grow. Yet often, our view into...
Five tips to make your portfolio recession-proof
COVID-19 has wreaked havoc on the world. It started with a lockdown to prevent the virus from spreading, but has resulted in a worldwide recession. Even as countries attempt to re-open, new virus cases continue...
The state of the research industry: from stacking bricks to building a house
Discussions about the contribution of marketing research to the broader business are as old as the discipline itself. The sentiment in these discussions is usually the same: its impact is limited; research professionals should deliver...