Brand Stories

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.

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

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.

"If you, as a brand or company, are taking a stance on cultural issues, who and what are you trying to influence?"

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Gustavo Alvarez discusses the role market research plays in the food and nutrition industry across Latin America, how insight innovations are impacting the industry and how brands effectively connect with consumers.

Understanding consumers' emotional connections with a product or brand is increasingly critical

Super Bowl advertising is the biggest platform of the year, but does it resonate with all the different consumer audiences? The Super Bowl, in 2022, had roughly 112 million viewers with over 40% of them from diverse groups and women.

Brands that don’t embrace diverse advertising and LGBTQ+ inclusion can alienate consumers and hurt sales.

The visibility of LGBTQ+ individuals in media and their representation in campaigns, ads, and content has a lasting impact on creating an inclusive social atmosphere.

Getting diversity and inclusion right in advertising matters more than you think. Our research shows 52% of all consumers "trust a brand more if their ads reflect my culture." For brands, demonstrating inclusion and diversity in advertising is imperative.

This edition takes an up-close review of the role of insights in the entertainment industry to support the dynamic nature of content development and consumer satisfaction.

Is your current brand tracking solution not cost or time efficient? Are you finding your brand tracking outcomes aren’t always actionable or relevant?