Articles & Opinion

Africa Leads the World into the Future of Market Research

As the growth in mobile communications brings about a revolution in market research, it is the vast continent of Africa that is leading the way. Though some may be reticent to adopt mobile solutions, the advantages are too big for African researchers to ignore.

Breaking Out of the 30-Second Box

The long and short of developing engaging video for your brand in a multiscreen world.

How Brands Can Profit in Latin America as Consumer Confidence Increases

Eduardo Tomiya, MD of Millward Brown Vermeer, discusses how, when it comes to Latin America, companies can profit from rising consumer confidence and the quest for meaning.

HP Ink Advantage “Printing that Helps Your Child Shine”

In 2010 and 2011, Hewlett-Packard Co.'s (HP) Ink Advantage home printer sales in India remained sluggish, despite a campaign touting the printer's affordable ink supplies. When a competitive printing system launched at the start of 2012, sales fell. It did not help that the HP printer was priced higher than the competition—despite its lower cost of printing.

Building Immersive Campaigns with Coca-Cola

As companies like the The Coca-Cola Company continue to push the envelope on creating immersive campaign experiences, the way research influences and measures these experiences must evolve.

Unleashing Brand Growth Through Purposeful Technology

Over the past three decades, technology has been central to business transformation and growth. Technology has been and continues to be a catalyst for change. It shapes not only how businesses are run, but also how brands are built.

Winning the Brand-Building Battle in Fast Growing Markets

Millions of consumers in fast-growing markets have significantly increased their spending power in the past decade.

Creating Markets Through Brand Ideals

The world today is very different from what it was only a couple of decades ago, and these structural changes have placed brands at the forefront of business success.

Better Creativity Generates Stronger Sales

How Millward Brown Used Its Link™ Copy Testing Solution to Help Kellogg's Deliver Greater Advertising ROI

From Idea to Final Execution: Optimizing Creative

How Millward Brown Helped a Snack Food Leader Increase Its Advertising ROI

Link™ Drives Stronger Financial Services Ads

Sales Modeling Proves Value of Link Copy Testing and Reveals How to Improve Advertising ROI

Link™ Recommendations Drive 50% Increase in Ad Efficiency

Millward Brown Diagnostics Highlighted Opportunities to Optimize Creative

Cannes Lions: Creative and Effective?

The Cannes Lions demonstrate that creativity and effectiveness can go hand-in-hand.

Taking the Long View

Taking the Long View looks at the importance of long-term sales effects versus short-term sales effects. Learn more about Millward Brown’s Meaningfully Different Framework and how the validation of copy-testing metrics around brands being meaningful, different and salient impact long-term sales growth.

The Keys to Brand Success

Strong brands drive financial performance by ensuring that the most motivating brand associations influence purchase behavior. Multi-sensory cues ensure people recognize brands and respond positively. Knowing what makes your brand recognizable and triggers the most motivating impressions is critical to maximizing your brand’s full potential.

Rising Incomes, Desire for More Choice Drive Growth of FMCG Sector

Until 2013, India’s FMCG (Fast Moving Consumer Goods) sector had experienced five consecutive years of double-digit growth.

Refreshing A Global Brand

How a multi-national brand uncovered its customers' emotional needs and re-energized its global positioning

Researching Research: Towards Greater Customer Satisfaction

The Market Research industry is changing. Interviewing methods change as new technologies develop. There is the never ending pressure to deliver research quickly and cheaply.

The Problems with Global Ads (Especially for the Little Guy)

As the great Canadian folk singer Joni Mitchell wrote: I’ve looked at life from both sides now.  When I was a smaller-market Client Researcher for two multinational CPG manufacturers in Canada, I was often pressured to forgo local creative and adopt global creative platforms to save on production and keep strategies aligned.  Now, as a smaller-market Research Consultant, I am often the one who encourages clients to determine where they can happily leverage global creative efficiencies instead of producing local ads.

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