Reports: Latest

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3D and the Avatar effect: affinity versus utility

Following the ‘game changing’ success of Avatar, Dipak Nayar examines whether Digital 3D genuinely heralds ‘the dawn of a new era...which will advance the timeless and global art of storytelling.’

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Monsters and totems: rallying the global community

Dr Nic Crowe takes a look at the issues in transferring a product from East to West, identifying the different cultural and behavioural patterns at play and the role of totems of community.

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Neuromarketing: the science of reading consumer minds

Neuroscience has been evolving and the application to market research is more useful now than it has ever been. What can looking into the brain of consumers teach us? Stats from the Super Bowl analysed and what’s coming in the future.

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The smell of brand success: olfactory marketing in Brazil

Has your brand medium been expressed to its best potential? If so, does it communicate your brand message and identity with clarity? If not, could it perhaps benefit from another dimension?

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What are the triggers for mobilising people?

To understand the forces at work in mobilising large groups it is important to recognise the human triggers for joining them in the first place. How can brands mobilise groups to their benefit and engage people with their brand?

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Looking beyond the Indian middle class

Much attention has been paid to India’s middle class with its growing appetite for branded apparel, home décor and electronics; yet most of the population earn less than $2 per day. Meena Kadri looks further down the economic scale.

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Public by default

Attitudes to privacy have evolved along with the explosion in social media, and the resulting interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of information between consumers and brands.

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Media blurring, product placement and successful mobile advertising

Mobile media is changing our consumption of content and accelerating the blurring of the lines between advertising, games and programs. Trevor Lloyd Jones delves into the secrets of successful mobile content.

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Appearances are deceptive: ethnic minorities in the UK

In a world of increasingly dynamic and fragmented identities, how can the advertising industry deal 'intelligently and informatively' with diverse ethnicity and culture?

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Green UK and the new austerity

Even if government claims that the recession is over are to be believed, people are still feeling the pinch. How is this affecting their commitment to ethical and how does the new austerity impact on all shades of the green consumer?

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New aesthetic and emotional food values

Dining out is an attainable luxury which spawned a new consumer group, one who will choose The French Laundry over a new Prada handbag. Kristina Dryza identifies some of the new aesthetic and emotional values being appreciated by food lovers.

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Defining ageless marketing

Lori Bitter presents the first in a series of articles on strategies for marketing to mature consumers, examining a values-based approach that resonates with the older market.