Brand Stories

Emmie Heath considers the appeal of small towns when contemplating a move. Understand why they offer unique benefits like cost savings and a more relaxed pace of life.

During Isabelle's career, she has seen the industry shift from focusing solely on "consumer insights" to exploring "human truths". This reflects a growing understanding that we need to view people as complete human beings, not just as consumers.

Does your year of birth really hold the key to your buying habits and to how you approach your work? Many marketers are adamant that it does, and the results of their work back it up.

Does your year of your birth really hold the key to your buying habits and to how you approach your work? Many marketers are adamant that it does, and the results of their work back it up.

Winners of ESOMAR's Research Got Talent competition write about their project, in partnership with the YMCA Centre for Immigrant Programs, where they investigated the key employment challenges faced by newcomers to Canada.

ESOMAR's Research Got Talent winners were invited to write an article about the research they presented. This piece covers developing trust for social change, with a focus on the authors' home country of Peru.

To effectively gather insights from Generation Z, researchers must embrace innovative methodologies and nuanced approaches that reflect the diverse perspectives and behaviors of this unique cohort.

Digital ethnography has rapidly become a powerful tool for understanding consumer insights and motivations. For the food and beverage industry, it can deliver more precise, enduring, and actionable insights.

JICs, Joint Industry Committees & MOCs, Media Owner Committees

Jairus Lofton discusses how insights are driving customer understanding and menu strategies to build affinity and loyalty in order to maintain McDonald's as a market leader.

Culturally, we’re in a decidedly teenage era. So why do consumers behave in specific ways and buy certain product categories and brands?

Maria Bruder, a Senior Researcher with the BBC World Service, discussed a groundbreaking research project aiming to bridge the gender gap in news consumption.

In part 2, we will explain why “greenwashing” is a problem and – most importantly – if and how we can solve it.

In a two-part article, we’re going to understand if advertising can be saved from “greenwashing”. The first part will explain what “greenwashing” is and how green claims work.

To expand our understanding of the streaming entertainment industry, we sat down with Natasha Hritzug, the Vice President of Consumer Insights for WarnerMedia, to get an inside review of insights’ role in the entertainment industry.

Continuation of the review of four waves of evolution in brand building theories and the interrelated changes in the brand health measurement methodologies.

This two part article reviews four waves of evolution in brand building theories and the interrelated changes in brand health measurement methodologies.

Winnie Yeung, Head of Customer Insights & Research at Hang Seng Bank, provides an exceptional perspective on how insights are impacting the financial services industry and beyond through her experience on both the banking and agency sides of business.

Christian Kurz explains how audience insights are driving content development and channel strategies as the industry continues to transform.

At the close of 2022, a blaze of sparks ignited as Greta Thunberg and Andrew Tate engaged in a head-to-head clash on Twitter.