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.
The long and short of developing engaging video for your brand in a multiscreen world.
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.
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.
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.
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.
Millions of consumers in fast-growing markets have significantly increased their spending power in the past decade.
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.
How Millward Brown Used Its Link™ Copy Testing Solution to Help Kellogg's Deliver Greater Advertising ROI
How Millward Brown Helped a Snack Food Leader Increase Its Advertising ROI
Sales Modeling Proves Value of Link Copy Testing and Reveals How to Improve Advertising ROI
Millward Brown Diagnostics Highlighted Opportunities to Optimize Creative
The Cannes Lions demonstrate that creativity and effectiveness can go hand-in-hand.
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.
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.
Until 2013, India’s FMCG (Fast Moving Consumer Goods) sector had experienced five consecutive years of double-digit growth.
How a multi-national brand uncovered its customers' emotional needs and re-energized its global positioning
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.
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.