Articles & Opinion

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.

Okay Fine, I’ll Go Device Agnostic

Perhaps you're kicking and screaming, but you've finally decided to alter your research design to capitalize on mobile devices.

Web Services Brand Grabs Market Leader Spot

How a brand improved customer experience to drive sales and become the market leader

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Food Brand Revitalized to Achieve Double-Digit Growth

Flagging established brand reignites double-digit growth

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Wireless Brand Grows Value Exponentially

How a regional brand partnered with Millward Brown to identify its national growth potential, resulting in a billion-dollar buyout

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Small Personal Care Brand Grows Market Share

How a small, more emotional brand reinforced its functional credentials to grow sales and market share

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The Data-driven Pursuit of the Inconstant Consumer

By Ali Rana, SVP & Head Scientist, Emerging Media Lab, Millward Brown Digital

Is Your Brand Ready to Be Like Jeeves?

By Nigel Hollis, Chief Global Analyst, Millward Brown

Global Mobile Behavior

Globally, we now spend more than three hours a day consuming mobile media but consumers remain more receptive to TV ads. Millward Brown’s Duncan Southgate assesses how to convert the time spent into brand building.

Command a Price Premium for Profitable Growth

Everyone knows how to generate more sales—all you have to do is drop your price and sales are likely to increase. While price promotions can increase short-term sales volumes, the long-term consequences of training consumers to expect cheaper prices are dire—margins suffer and investing in advertising and innovation becomes harder and harder.

Liberating Research: A Manifesto for Change

In a previous Point of View, How Big Data Liberates Research, author, Bill Pink argued that big data is not replacing research—it is liberating it. Being liberated from generating a new survey for each new learning occasion, ongoing big-data assets can be leveraged for many topics, allowing subsequent primary research to go deeper and fill in the gaps. Instead of relying on bloated surveys, researchers should keep surveys short and focused on those variables that they are ideally suited for, resulting in better data quality.

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