Brand Stories

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?

Walid Benchama discusses the importance of being moment-of-truth oriented in our quest to understand behaviours, evolving stakeholders' mindsets, advancing insights and how brands are understanding consumers.

Invisible to Invaluable – How research and behaviour change communication is helping increase respect for and dignity of waste pickers in Bengaluru, India: Part 2

Invisible to Invaluable – How research and behaviour change communication is helping increase respect for and dignity of waste pickers in Bengaluru, India: Part 1

How research shaped the work of charity, Medical Aid Films, and led to new content that helps young men in Zambia prepare for more engaged fatherhood.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

How the insights profession is evolving in the automotive vertical.

Understanding implicit associations

The challenges and benefits of data-driven storytelling in today’s business world

The case for replacing occasions with context in your insights development.

Using research to help create a customer-centric organisation

Part Three: Understanding habitual and deliberate consumer decision behaviour

While the importance of insights as a central point is becoming increasingly critical to organisations, many leading brands are going one step further.

Part Two: Choosing among three models for building direct customer relationships